Alex Rodriguez is well-known for being one of the greatest sluggers in MLB history, even if his legacy has an asterisk next to it due to his suspension for using performance-enhancing drugs. Currently, Rodriguez is in the headlines for his breakup with Jennifer Lopez. The two stars recently split, and now Rodriguez is left to pick up the pieces while Lopez is reportedly cozying up to Ben Affleck, her former partner.
Along with being a superstar baseball player, Rodriguez is also known for his many business ventures. He has one idea that he’s latched onto that may help him forget about his breakup. But while the idea is around a product that has some usefulness, it could also be completely unnecessary. Here’s why.
Alex Rodriguez’s latest business venture
According to the New York Post, Rodriguez is releasing a line of makeup for men. As someone who is quite busy and on the go on a daily basis, Rodriguez commented on his need to look more presentable and the role makeup can play in that:
“I wanted to create a product that solved an issue I faced every day. I realized as I was jumping from meeting to meeting, I needed something quick and easy in my routine to conceal blemishes or razor bumps.”
Rodriguez’s product line is known as the Blur Stick. According to the star, here’s a description of it:
“A convenient concealer specifically designed for men that can be used for skin imperfections…Check it out, I think you’ll be surprised how often it comes in handy.”
Modestly priced at $17 and available in eight shades, the makeup seems like a winner. The former Mariners and Yankees star may be onto something. A lot can be said about Rodriguez, some good and some bad. No one can say he doesn’t have an entrepreneurial spirit. There are both positives and negatives associated with this product, however. First, the good.
Why A-Rod’s latest business venture is empowering
A line of men’s makeup represents a step in the right direction for gender roles associated with the wearing of makeup. Outside of film and TV production, men rarely wear makeup. It’s generally thought of as something practiced strictly by women. Establishing a line of makeup helps break down that gender barrier, and for that Rodriguez should be commended.
It’s unfair that women often feel pressure to use makeup and men do not. Also, men may find an equal amount of utility in using makeup in professional settings that aren’t behind a camera. Rodriguez’s product makes sense in that men have plenty of valid reasons for wanting to use makeup.
Of course, there’s one negative aspect of Rodriguez’s makeup line that could also be true.
Why A-Rod’s latest business venture is also pointless
The major issue with Rodriguez’s makeup line is that it doesn’t serve a real purpose or distinguish itself from women’s makeup other than to say it is intended for men. There’s no functional reason why men can’t use women’s makeup to achieve the same intended effect.
Beyond any gender norms associated with men wearing women’s makeup, men could grab some Maybelline and use it to help cover up any imperfections in their skin just as well as women can. While Rodriguez should be complimented for his ingenuity and ability to carve a new demographic into makeup’s market share, the product doesn’t seem to have any particular reason why it can only be used for men.
So what can Rodriguez do from here? Perhaps he can pivot when it comes to his target audience. If this makeup can be applied to men, it can also be applied to women as well. If the product is superior, then maybe Rodriguez can open his advertising to women. One could also make the case that while pointless, the barrier to entry for men in makeup exists so Rodriguez is bridging that gap with his line.