War Paint

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About

War Paint is a United Kingdom cosmetics brand marketed as "makeup for men". The product was mocked on Twitter following a commercial that gained attention for presenting the product in a hyper-masculine way.

History

War Paint was created by Daniel Gray.^[1] A commercial for the product was posted to YouTube on March 15th, 2019 (shown below, left). On May 8th, 2019, the company's Twitter account posted the advertisement which gained significant attention and negative feedback. The video is unavailable, but remains extant on YouTube (shown . below, right).^[2]

Developments

The ad received significant negative feedback from Twitter users who felt makeup did not to be rebranded as masculine. Twitter user @SsssamanthaaMUA make a joke about the ad, gaining over 16,000 retweets and 80,000 likes (shown below, left). User @SamSanders tweeted that he had been using makeup for years, and wrote "grow up and go to Sephora," gaining over 790 retweets and 5,500 likes (shown below, right).

tweet pointing out makeup for men is ridiculous as regular makeup will work the same

Many also took issue with the fact that the product claimed to be made specifically for men, as they posited men's skin is different from women's. Some jokes about that include posts by @apihtawikosisan (shown below, left) and @EC0_ (shown below, right). Jokes were covered by Elle^[3] and Popbuzz.^[4]