Covergirl, a cosmetics company, began a marketing campaign this fall inspired by NFL teams. They offered colors and make-up inspiration to support pro football teams. Protesters, upset with NFL’s reaction to recent reactions (or lack-therof) to players involvement in domestic violence, hijacked this campaign to speak out against the league. They altered the ad to make the model pictured appear to have a black eye.
The original ad (pictured above) showed a model whose make up is done in support of the Baltimore Ravens, and her eye shadow is designed to look like purple “wings.” The ad was photoshopped so the model appears to have a black eye. Protesters claim eye shadows and other make up are used to cover bruises from domestic abuse. The ad’s easy, breezy, tagline has been maintained with the photoshopped ad, “Get your game face on.” The altered picture was shared to Twitter, where it became viral. This propaganda was spread with the hashtag #GoodellMustGo. Goodell is NFL commissioner, and is responsible for less than swift reactions from the NFL.
Covergirl has since responded by saying:
“As a brand that has always supported women and stood for female empowerment, COVERGIRL believes domestic violence is completely unacceptable. We developed our NFL program to celebrate the more than 80 million female football fans. In light of recent events, we have encouraged the NFL to take swift action on their path forward to address the issue of domestic violence.”
The brand has not pulled the “Get your game face on” campaign, and has continued to shoot models for future publications. NFL sProtestors were unimpressed with this response and the brand’s ignoring of the issue. Twitter user, Tara Sharif spoke against Covergirl’s reaction when she said,”Wake up @COVERGIRL, you can’t stand up for female empowerment and still sponsor the @nfl #GoodellMustGo #GameFace” (@TraShrif). These activist are calling for a boycott of Covergirl until they end support of the NFL.
Matthews, Cate. http://www.huffingtonpost.com/2014/09/15/covergirl-photoshop-ad-nfl-goodell-rice_n_5823592.html
Prakash, Neha. http://mashable.com/2014/09/15/covergirl-ad-nfl-roger-goodell/