Maybelline To Have Ad Campaign Led By A Man

A hallmark of r and K shifts is a reversal in sexual dimorphism:

Now this is exactly how we should be ringing in 2017. Earlier this morning Maybelline announced its new ad campaign for its Big Shot Mascara by Colossal, you know, the one in the golden tube, along with two huge firsts for the brand. Not only has it teamed up with beauty influencers for the first time, this also marks Maybelline’s first-ever partnership with a man as the star of a campaign. And if you’re a fan of Instagram beauty, we know you’ll recognize him: Manny Gutierrez, or you may know him best from his social media handles, @MannyMUA733.

There is an image of the new male face of Maybelline mascara here, though it is kind of gross. If you are squeamish, it is basically a girly guy with black stubble, made up with women’s makeup.

Again, in K, women need a kick-ass man who can survive the carnage. As form follows function, you end up with large, manly-looking men. In r, women need a pretty man who will be attractive to all the other women who are looking for pretty men, and the guy needs to have a look that will dissuade real men from killing him, so he can check off that conflict-avoidant checkbox as well.

In short, this guy is the transvestite cuttlefish of the human race, and he is perfectly adapted to r-selection.

Spread r/K Theory, because transvestite cuttlefish deserve to be exposed