Why Clinique’s ‘workout makeup’ is a problem.
Beauty brand Clinique’s new range of ‘workout makeup’ — CliniqueFIT just landed in the UK and Australia.
So far the launch has escaped any consumer criticism, but I found the campaign deeply problematic.
I’m not against long-lasting coverage in a foundation — we all want long battery life on the batteries we buy. I’m also all for wearing more natural products that are safer for your skin – no one likes a breakout.
The problem isn’t with the products specifically. Any makeup brand could have angled their waterproof mascara as sweat-proof or high coverage foundation as high-resistance with little to no changes to their product. But they didn’t.
I want to hazard an optimistic guess that brands didn't jump on this jargon swapping bandwagon between the beauty and fitness industry because they saw the potential harm of promoting a range of makeup products specifically to be worn when working out — for women.
Clinique saw an opportunity to capitalise on the booming female fitness industry. But there is something truly sinister in the way that Clinique chose to message this campaign — and it starts with their hero image and tagline.
Their image of Master Fitness Trainer Kirsty Godso with the motto ‘Life’s a marathon — look good running it’ is problematic for a plethora of reasons. I’ll begin with the most obvious.
Imagine for a moment that you replace the lovely Kirsty with say, any man on the planet.
Nope — wouldn’t work.
This is because men don’t have to and won’t give two fucks if they look pretty whilst running a marathon. And — the campaign wouldn’t sell.
The campaign works because it plays to and relies on women’s unconscious rituals of maintaining beauty and femininity in their every activity. It plays on backwards notions that a woman must both work hard but make it look easy and enjoyable. At work, at home, in the bedroom — everywhere.
I’ve never run a marathon, but if I ever did attempt such an extraordinary feat of human strength — I would hope that my mind wouldn’t need concern itself if my makeup stayed put. No brand should be telling me or any other woman that we should be. Surely the finish line of a marathon would be a safe space to escape our ‘duty’ to hold the male gaze, if only for a moment.
A lot of my disappointment of seeing this campaign stems from the recent strides I feel we have made in the beauty and fitness sector at tackling some of the toxic gender stereotypes as well as diversity and inclusion issues so prevalent within them. The #ThisGirlCan campaign had me in tears of relief and pride the first time I watched in full-length. As well as Axe’s attempt to discourage toxic masculinity, especially prominent in male advertising in their ‘Find Your Magic’ campaign. Hell, we finally got to see some period blood in a period ad in 2017, for fuck sake — we were going places!
I’m not trying to talk to an experience that is not my own. I go to the gym up to twice a day on most weekdays. Doing up your face in-between sweats is a bit of admin to manage. Showering is admin. Getting in and out of workout gear is admin. The workout itself is kinda admin. I admit it, being a woman who works, works out and wears make-up is admin heavy.
Clinique trying to position itself as some aid to the plight of busy women everywhere is misleading.
Instead, their campaign positions sweat as some gendered privilege only men have the right to and women need to cover up or show no signs of.
There are too many messages out there telling women that their bodies and faces are inherently not good enough. I will be damned if some brand tries to tell me that during those few moments I get in the gym I have to adhere to some bogus beauty standard. For fuck sake, give us this space to feel strong and fierce without direct relation to how we look doing it.
I won’t go into detail about my own personal struggles with adhering to ridiculous beauty standards dictated to me from birth. But as with many other women, it’s been hard – and has led me to dark places and to making bad decision for my body. That post-workout glow is one of the brief moments I feel genuinely beautiful. If I still show signs of it when I walk into a meeting – I’ll wear it with pride. I’m proud that I squeeze in sweat sessions where I can and I’d like to encourage others to feel empowered to do so also.
While some of the products are genuinely helpful — a cleansing towel to wash off my sweat and keep my pores unclogged — excellent, helpful, cheers Clinique. Some of the products get a bit more villainous.
CliniqueFIT™ Post-Workout Neutralising Face Powder
‘Colour-correcting powder instantly neutralises and conceals redness. Blends easily. So you can train hard but never show it.’
Because heaven forbid the world finds out we broke a sweat!
CliniqueFIT™ Lip + Cheek Flush
‘It’s like a post-workout glow without the workout. Sheer gel adds a healthy-looking touch of colour to lips and cheeks. Fade resistant. Oil-free.’
This I don’t understand. You just told me I need to neutralise to ‘never show’ I worked out. And now you want me to fake being flushed from a workout? Make up your mind. I guess real workout red isn’t the right shade of pink.
In a not so distant dystopian alternative — Clinique may as well have created a range of makeup for women during labour. Apply the same tagline and it works the same.
‘Birth is a bitch — look good doing it’.
Makeup that will last through even the longest of labours.
Sure, you’re pushing a human life outside a small hole between your legs, but if you don’t mind, once it’s out — here’s this neutralising face cream to hide that it was hard work, oh and some face and lip flush for that more feminine tinge. We know you’re a busy woman, we’re here to help xoxo Clinique.
Exaggerations aside, if recent world events have taught us anything – messaging creates culture, so we do have to be careful which ones we accept.
The truth is women sweat. We fart, we shit, we grunt — we fucking roar.
We do everything a man does and we do it bleeding.
The more brands that advertise these truths, the closer women get to not having to hide their real selves.
I won’t be pressured to neutralise, to shrink, to ‘train hard but never show it’.
I will, however, support brands that encourage consumers to embrace themselves — as opposed to conforming to toxic gender performances.
I’m pushing for Clinique to re-think their products in this range. If Clinique genuinely wants to be an ally for women in their audience, why not focus the range on products to assist our performance not make us ‘look good doing it’.
Remove the makeup, focus on the skincare – simple. Perhaps a face mask to treat ourselves with weekly after a tough week of workouts – lovely, luxury, thanks Clinique!
Most importantly why not change the message of your campaign to:
‘Life’s a marathon – feel good doing it’
Now that’s a message I could run with!
If you agree, kindly hit up Clinique on Twitter with your thoughts or get in touch with their team via email if that’s your preferred route. Change won’t happen unless we ask for it. The fewer women that see this campaign the better — they’re busy being badass, they don’t need this shit.
