Mascara of the world unite!
Prior to this commercial, I had no idea who James Charles was, and I really don’t care. What’s interesting about this is whether promoting transgenderism (or is it transvestism? It’s so confusing these days!) in particular and “Social Justice” more generally will prove a good advertising strategy.
Perhaps this this the sort of “hip” advertising that will attract new customers, especially among millennials. On the other hand, conservative and/or religious women who use COVERGIRL products may go elsewhere. For argument’s sake, let’s say that is only one percent COVERGIRL’s customer base. No big deal, right? Well, it depends on how healthy COVERGIRL’s profit margins are. If they are very thin, then the loss of even one-half of one percent of customers could put them in the red. COVERGIRL is part of the conglomerate Procter & Gamble, and P&G’s annual report shows a healthy profit margin. Unfortunately, there is no way to know from the report how much, if any, of that is attributable to COVERGIRL.
However, one can get a rough guess at COVERGIRL’s profit margin by going to a chain pharmacy. Look at the makeup aisle (usually aisles) and see how many different makeup brands there are. That’s usually indicative of a very competitive market, and very competitive markets often produce thin profit margins.
No doubt this commercial will be hailed as “bold” and “courageous” by many in Hollywood and the media. We’ll see if customers agree.
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