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makita-girls-2015-WhatIt’s 2018, and I’m Still Wondering Where are the Real Makita Girls?

Back when I first published this post, I never thought I’d be resurrecting it from the archives. Then Simone Giertz shared this tweet and my anger and frustration at Makita boiled over again. The video Simone was referencing has been taken down by Makita, but here’s another upload of the Makita Girls behind the scenes video:

It’s been three years Makita, why are you still using the same tired marketing campaign? Your transparent attempts at finding spokeswomen who actually use power tools is laughable. My 14 year old son even pointed out that Miss Makita can’t actually build shelves with a sander. Sure, she can finish them with a sander, but any avid power tool user would not choose a sander as their favorite power tool (give me a recip saw or a sliding compound miter saw any day over a sander!)

In the three years that have passed since I was angered by Makita’s Miss and Senorita Makita campaign, I added four expensive power tools to my toolbox. And you know what? I consciously steered clear of the Makita brand because I don’t want to support a brand that objectifies women and doesn’t recognize that there are many of us that use power tools for more than “building shelves.”

Get it together Makita! It’s 2018, time to retire the women in bikinis and find a woman who gets her nails at the hardware store (not the salon.) There are so many women who can guide potential buyers to purchase tools based on their expert opinions. Let’s see this campaign retired or start searching for all the women makers, contractors and builders out there. Am I right?

This is my open letter to Makita in 2015:

Oh Makita, why did you have to go and do this?!

Makita announced its 2015 Makita Girls and where you can go to meet them. Initially, I reserved my opinion until I learned more about these new spokesmodels. But, after reading their bios, I was angered. Not a single mention of enjoying woodworking, building or carpentry. Where is the DIY love? What will they talk about at these appearances?  I’m disappointed that Makita would choose their spokesmodels for looks and not skills. And, I question their decision to maintain an advertising program that perpetuates the stereotype that only men use their tools.

Don’t they realize that they are alienating a huge growing market of DIY women? Would I have been offended if they selected an attractive woman who had Mad-DIY skills? Definitely not.

If they wanted beautiful women using tools, there is no shortage of kick ass female builders out there. This ever changing world of Do It Yourselfers is filled to the brim with amazing “Real Makita Girls.” Some of these women have the right to hold their Makita tools proudly. They can tell you the difference between a bevel and a miter; a cross cut vs. a rip cut and they know that brushless is a good thing and has nothing to do with long flowing locks of hair! These women choose quality tools that are strong enough to stand up to the current and future projects they are completing.

Am I angry? Yes! Am I going to stop using Makita tools? No, because frankly they make great tools. My Makita 10″ Compound Sliding Miter Saw is my baby:

Makita Girls | Pretty Handy Girl

It’s the first tool I’d truly cry over if it was stolen. This saw has been with me through 100’s of projects, a kitchen remodel and countless fixes. I have never had to adjust the laser or to square up the tool. It is a quality power saw made with aluminum and metal parts, not cheap plastic. But, despite my undying love for my Makita tools, their advertising tactics make me embarrassed to confess my love.

Do you want to help me change the search results right here and now? Let’s show Makita what a Real Makita Girl is. Please visit these accomplished builders and DIYers. Pin their images and title it “Real Makita Girl” or use the hashtag #RealMakitaGirls.

Makita Girls | Pretty Handy Girl
Sara Bendrick – Landscape Designer, Woodworker and DIYNetwork TV Host of I Hate My Yard


Makita Girls | Pretty Handy Girl
Kit – Blogger, Builder and Kick Ass DIYer at DIYDiva.net

Makita Girls | Pretty Handy Girl
Kim – Blogger, Builder and Creative Genius at TheKimSixFix.com

Hey, do you use Makita tools, too? If so, show me your…tools! (Email me pictures of yourself using your Makita tools, to PrettyHandyGirl (at) gmail.com. I’ll add your photo to this post.)  Let’s take over the search term “Makita Girls” and show them what a Real Makita Girl is!

#RealMakitaGirlsMary Hunnicutt another one of many #RealMakitaGirls

Cottage at the Crossroads #RealMakitaGirlsJane from Cottage at the Crossroads

In the meantime, I have to ask:

Makita, when you make awesome tools, why do you have to stoop to such slimy advertising tactics? The 1980’s called, and they want their tight spandex and scantily clad women back. Please remove the blinders and take notice of your growing customer base.  Women are shopping in the tool department. They are your consumers. They are smart and savvy. They want to purchase tools that will last. They want to hear about what makes a Makita tool great and why they should spend a little more to purchase a tool that won’t fall apart in a year or two.

A few weeks after this post was published in 2015: I spoke to Wayne Hart, the communications manager at Makita tools after this post initially published. We had a pleasant conversation and he seemed to understand my concerns about the Miss Makita and Senorita Makita models. I offered to let Mr. Hart make a statement to my readers but never heard back from him. In the meantime, the program has continued in 2016 and 2017, but I noticed that at least two of the models have used some of the tools outside the program. At least that’s some progress, right!? What do you think about tool companies continuing to use models as spokeswomen?

PHGFancySign

Disclosure: The opinions expressed in this post are my own. Sara, Kit, and Kim are DIY women I admire. They gave me permission to use their photos, but that doesn’t mean that they endorse what I have written in this post. 

130 replies
  1. Vanessa D.
    Vanessa D. says:

    I find it hard to believe they couldn’t find someone to better represent their female demographic – unless they would prefer to not have a female demographic? It’s almost as slimy as making inferior tools in pink and marketing them to women.

    A Compound Miter Saw is #1 on my tool wish list. Right now I only have a circular saw, something I am not comfortable using. Whether it’s just because I’m left-handed or because I don’t use it enough, I will actually back off on projects around the house if I have to use that saw to complete them.

    Thank you for sharing links to Sara, Kit, and Kim.

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Vanessa, I agree. I’d be slightly less offended if they had an equal campaign with an accomplished male carpenter. It’s just the bold faced approach of this campaign that annoys me. BTW, I can highly recommend the 10″ Makita Sliding Compound Miter Saw. LOVE LOVE LOVE mine and I’ve had it for 8 + years.

      Reply
  2. Linda
    Linda says:

    Lame! Why are companies still using outdated advertising methods? I don’t have any Mikita
    tools and I won’t be buying any in the future unless they change this advertising campaign and apologize for it.

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Oh Linda, I hope you won’t ban Makita from your workshop. Their tools are great and a valuable addition to any workshop. Especially because they are well made and last forever!

      Reply
  3. Caron Armstrong
    Caron Armstrong says:

    I am sorry to see them choosing to appeal only to the male demographic. It’s a shame that a company known for quality tools, apparently has tools working in their marketing department. I have no picture to post, but can we please show Makita what REAL women who use their tools look like?
    Seems to me that the real women are truly more attractive than the models. 🙂

    Reply
  4. Lisa E
    Lisa E says:

    I don’t believe we have any Makita tools and sure won’t be in a rush now to by any. I never know who is worse, the company doing the hiring or the women willing to pose!

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Lisa, I don’t want to stop people from buying their tools because I really like their quality. I just want their ad campaigns to stop. I can’t really speak to the models, this is how they make a living. I just think their beauty might be better displayed for a non-tool company brand.

      Reply
  5. Emily
    Emily says:

    This is just ridiculous! I tried to find contact information for Makita to express my displeasure but all I could find was their call center number for technical assistance. Whoever designed and approved this ad campaign must not have gone to a home improvement store in the last 20 years!

    Reply
  6. Elisha @ Pneumatic Addict
    Elisha @ Pneumatic Addict says:

    There is so much about this campaign that bothers me. It would take the rest of the morning to write all my feelings. I get it, people like to look at pretty girls. Well, like you’ve demonstrated, beautiful women like power tools too. Bottom line, thank you for writing this! I love the hashtag and I’m going to help it gain steam.

    Reply
  7. Emily
    Emily says:

    I just created a #RealMakitaGirls Pinterest board – hopefully some bot will bring our opinions to Makita’s attention!

    Reply
  8. Tricia M
    Tricia M says:

    You know, even if these girls didn’t know anything about the tools, the least they could have done is put a real shirt on them. The breasts hanging out is about as slimy as it gets.

    ~Tricia
    Small Business Owner, Welder, Pipefitter, Plumber, Painter, and DIYer

    Reply
  9. Kristin
    Kristin says:

    What an absolutely ridiculous campaign. Seriously, someone give those girls some real clothes and safety gear and teach them how to use the tools before the photoshoot instead of stripping them and posing them like DIY Charlie’s Angels. What a way to alienate a huge percentage of your customer base.

    Reply
  10. Laura VanWaardhuizen
    Laura VanWaardhuizen says:

    Wow! What a travesty the “Makita Girls” are (they don’t even have first name identities). I called Makita at 1-800-4 MAKITA (1-800-462-5482) and asked to speak to someone in their marketing department. I expressed my utter and complete disappointment with such a sexist ad campaign from a company that I admire so much for quality tools. My experience on the phone was a positive one. I did speak to someone in marketing who said that she would pass along my commentary; she seemed to take my comments very seriously. If any one else would like to call, I think it would also make a difference. I think you are wonderful to start a campaign against this; this abhorrent.

    Reply
  11. Denise
    Denise says:

    Totally agree with you! Sex sells, guess Makita thinks only men buy their tools. I have some Makita tools, but would think twice about buying anymore with such an ad! Very poor taste Makita!!

    Reply
  12. SANDRA L POWELL
    SANDRA L POWELL says:

    I don’t have any Makita tools. I was looking at purchasing one and went to their site to learn about their company because the brand behind the tool is pretty important to me in addition to the actual tool. That’s when I saw the Makita boobs…I mean girls! No thanks! I’ll stick to the higher “class” tools I currently enjoy using.

    Reply
  13. Kristie
    Kristie says:

    I am an avid DIYer just as most women are these days. And there is more of us out there now. I agree with everyone, this is in poor taste for advertising. However, same poor taste if this was half naked men directing advertising toward selling to women.

    Reply
  14. cyndy@thecreativityexchange
    [email protected] says:

    I’m so glad you’re doing this post! This just makes me see red!

    It seems like today there are almost as many women DIY’ers as men. I specifically switched to RYOBI after they came to the Haven Blogger conference and did everything they could to reach out and connect with us DIY bloggers and educate us on their products. The fact that they were a huge power tool company and they were there, spoke volumes that they really know who their growing audience is and and understand that more and more woman are using power tools. Because of this, I only use RYOBI tools.

    This advertising is truly such an insult! I agree, it would be one thing if these ladies had a passion for DIY, carpentry but WTH? What this type of advertising tells me is that this company is truly out of touch who the power tool target audience is and stuck in sexism of the 1970’s. Sad…

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Cyndy, I hope you won’t swear off trying other tool brands like Makita, Bosch, Porter-Cable, Dewalt, Milwaukee and others I’m probably forgetting right now. Ryobi is a good introductory brand, but I’m concerned that some of their tools are made with too much plastic. I also believe that there’s nothing wrong with having many brands in your toolbox ;-). Thank you so much for your comment.

      Reply
  15. Brenda
    Brenda says:

    I make my living with wood and do own Makita tools. nd this so offensive you cannot imagine. My craft was normally a male dominated thing, more and more women are showing how women can be successful in either wood or metal. And not just a ‘handy DIYer’.
    Perhaps it would have been smarter to show what the tools can do when used by a woman…very dissappointed in Makita

    Reply
  16. Cristina@Remodelando la Casa
    [email protected] la Casa says:

    I’m so glad to see the REAL Makita girls —> moms, wives, DIYers – regular women are the REAL Makita Girls! It looks like they still think men are the only ones using power tools these days! Way to go Pretty Handy Girl, You ROCK!

    Reply
  17. james
    james says:

    Hey Brittney

    Good on you for drawing attention to this. I review alot of Makita tools for my YouTube channel, and last year when I was invited to the Makita road show I found it pretty strange that on the invite the main head line was “Come and meet the Makita girls”, not much about the latest tech in tools…

    Let’s see what they do this year (maybe I won’t be invited for chiming in 🙂 )

    Reply
  18. melinda ke
    melinda ke says:

    Right on, Brittany! I hope they see this post and realize that times are changing and it’s not just men spending their hard earned dollars on tools anymore! I vote for you to be the real Makita girl. 🙂

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Melinda, yes, one can hope the times will change soon. But I also think we all need to speak up and act by vocalizing our displeasure. Thanks for taking the time to comment. And thanks for the flattery.

      Reply
  19. Jaime
    Jaime says:

    Thank you for writing this post! I am in total agreement with you. I do not have any Makita tools, but I am tired of the “only men use tools” stereo-type. I have been at my local DIY store many times and have had workers and other customers asking me if I am buying tools for my boyfriend or why my boyfriend is not the one picking out the wood. I always respond, “No, I am not buying this for my boyfriend. I am buying it for me to use. I don’t even think my boyfriend knows how to use power tools.” or “Why would my boyfriend be buying the wood? I’m the one that is going to be building with it.” Ads like this one from Makita just perpetuate this stereo-type. Thanks again Brittany!

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Jaime, this is happening less and less for me. But, I shop at the same Lowe’s store in my area. I think they either know me, or they have been coached to ask “Can I help you with anything?” or “Do you have any questions?” Instead of immediately saying “How can I help you?” Or like you said, assuming that you are buying for someone else. Let’s keep populating the home improvement and hardware stores to change the perceptions!

      Reply
  20. Susan M.
    Susan M. says:

    Wow, I can’t believe that this actually their advertising campaign! Guess the folks working on this advertising campaign (including the Makita executives that approved it) don’t have daughters. So sad!

    Reply
  21. Dawn
    Dawn says:

    Thanks for calling Makita out on this. It really angers me that a 2015 advertising stunt was planned with such a sexist slant. Shame on Makita for perpetuating this stuff in the construction industry. Shame on the construction industry for failing to call a stop to this.

    Reply
  22. Cyndia
    Cyndia says:

    Wow, Brittany. I had absolutely no idea. This marketing campaign is unbelievably stupid. I have used Makita tools for years, and Ryobi, and pretty much every other brand out there. I’ve always liked their tools, but the marketing “tools” have really blown it on this call. Thanks for calling it to our attention!

    Reply
  23. Cyndia
    Cyndia says:

    I’d also like to add that it annoys me that grown women are called “girls”. It’s disrespectful, it’s marginalizing, and it’s inappropriate. We are WOMEN. REAL MAKITA WOMEN

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Cyndia, I hear you. Although, I think girl is becoming a term that is used to describe women of all ages. I still call my girlfriends in their 4o’s “Girl” or I’m going to hang out with the “Girls”. But, I do like your sentiment. Maturity, Age and Wisdom is definitely something I don’t hide.

      Reply
  24. Kimberly ~ Serendipity Refined
    Kimberly ~ Serendipity Refined says:

    I’ve been a “Makita Girl” for 25 years, 8 condo remodels and 3 home remodels. My two Makita cordless drills and quarter sheet sander are still going strong. I”m currently in the market for a new compound miter saw and I thought that my decision was made….until I saw campaign. I’ve always joked that Mr. Refined married me because I had better power tools than he did…and honestly, because I use them more often. I’m really disappointed in this campaign and the message that it sends. I hope that Makita wises up. I’d hate to have to change brands but as much as I LOVE my Makita tools, I won’t support any company that fosters a backward-thinking, demeaning, sexist attitude toward women.

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Kimberly, don’t discount the tools. You know that they make quality tools. I can highly recommend the 10″ Makita Compound Miter saw I have. I know you’d be happy with it. In fact, I think you need to send me a picture of yourself using a Makita tool so we can change the perception of what a #RealMakitaGirl looks like!

      Reply
  25. karen sirgey
    karen sirgey says:

    Years ago i purchased a drill driver combo. The company put me on their mailing list for product updates. They also sent me a lovely calendar filled with scantily clad women. It was a Christmas gift! Clearly, they knew i was a woman. Karen just isn’t a man’s name, but they sent it anyway. When i inquired by phone as to when my cute boy calendar was coming, they had no idea what i was talking about. After explaining it to the poor guy who answered my call, he told me he was sorry but the company would probably never do that. Pretty amazing. I do still buy their tools because Rigid, Dewalt and Craftsman send calendars too. Funny, they all come in my name. So either they don’t believe women use their products or that all women who use power tools are lesbians. I will keep requesting my cute boy calendars. I’ll let you know when I get one.

    Reply
    • Julie - Being Home
      Julie - Being Home says:

      Excuse me, but your comment is priceless! Way to go! 😀 I am disappointed that the other brand names send calendars as well. I take it those have scantly clad women too?

      You know, my mom was a journeyman cabinet maker and the shop she worked had those calendars of women at almost every man’s work area. There were even some Playboy pictures! Anyway, my mom brought in some photos of scantly clad men, as well as some pictures from Playgirl, and those men did NOT like it one bit. She basically told them that she will take down her pictures, if they take down theirs. Ha!

      Sorry, I had to share this. 😉

      Reply
  26. Colleen Taylor
    Colleen Taylor says:

    They really stooped low on this ad campaign! Makes you wonder what ad agency pulled this one off. What a stupid shameful move. I’m no prude but in this day & age Makita should be ashamed of themselves. Makita makes good tools but in this case they can’t fix stupid! I will do what I can on my part here. Thank you for bringing this to everyone’s attention Brittany.

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Colleen, they’ve been using the Miss Makita and Senorita Makita Girls for years. So, it could be different agencies or the same, but what I do know is that it needs to change.

      Reply
  27. Kaira
    Kaira says:

    How utterly ridiculous! I also own a makita mitre saw and it’s fantastic. The quality of their tools mean that they don’t need to slump to these low depths in order to attract customers.

    I’d echo what someone else said about Ryobi – I called their customer services over a query and they were incredibly helpful (and talked to me as an equal, not some dumb woman). If this is Makita’s ethos then I think I’ll switch to Ryobi for most things then.

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Kaira, thanks for your comment. I’m glad to hear about your positive customer experience with Ryobi. I haven’t had the same luck when talking to some of their salesmen at a conference. My complaints about one of the tools I own were dismissed by asking if I had charged the battery ;-(.

      Reply
  28. Ashley
    Ashley says:

    ARGH! This makes me so angry! I’ve always wanted Makita tools, but now I think instead I’ll save up for DeWalt.
    I think we should let Makita know in every way we can. Go to their Facebook page and comment. Post on social media. Write and call them: Makita US corporate HQ: Makita U.S.A. Inc.; 14930 Northam Street, La Mirada, CA 90638-5753, (714) 522-8088
    (I’ll keep searching for email addresses and other contact info.)

    I think we should also email any male woodworker that uses Makita (especially any well known professionals and anyone highly visible — e.g. on TV). Encourage them to contact Makita and tell Makita to ‘level up’ or that Makita’s tools are top-notch, but their marketing department sure isn’t.

    #RealMakitaWoman = Pretty Handy Girl!

    I’m so glad you wrote about this!

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Ashley, I appreciate your sentiment. But, I don’t think we need to bash any male or female woodworkers that use Makita tools. The tools are good, the advertising campaign is what stinks. 😉

      Reply
      • Ashley
        Ashley says:

        Oh gosh — I didn’t mean to say that we should denigrate anyone that uses them. I just meant that we should see if they’d be willing to join in voicing their opinion about this!

        Reply
        • Brittany Bailey
          Brittany Bailey says:

          Sorry I read your comment wrong Ashley. Thanks for your support ;-). FYI, there have been several men who have backed me up on this. They’ve been commenting on Twitter and Facebook.

          Reply
  29. Diane Chamberlain
    Diane Chamberlain says:

    You know, there are a lot of men who would be put off by this form of advertising as well. I honestly can’t see my man taking this seriously for a minute. Then again, I can’t see my man with a power tool, either. 🙂

    Reply
  30. Mary Burnett
    Mary Burnett says:

    you go girl !!! I my day we didn’t have sports, cars, or a bank account. The men did. But times have changed A LOT. We need to let Makita know that they MISSED the MARK with this advertisement. Lose of a large amount of demographics. Good product bad advertising, So SAD

    Reply
  31. Laura / Pet Scribbles
    Laura / Pet Scribbles says:

    Your post and opinions are spot ON Brittany! And what’s more? I love love love love LOVE the picture of you with your Makita baby! Now THAT would get me to purchase Makita products. And so would the other pictures of the awesome DIY’ers you featured! I’m sharing this all over the place!

    Reply
  32. Anne
    Anne says:

    WOW you go girl!!!! Plenty of real talented and beautiful women, not just eye candy for men! Women can rock it too, and they don’t have to dress half naked to show there”talent”. Bravo to you Brittany for sharing this! #RealMakitaGirls

    Reply
  33. malia
    malia says:

    You and the other Makita gals are amazing. I don’t get the use of models when there are so many creative. powerful and beautiful REAL Makita users! Awesome post.

    Reply
  34. Ellis
    Ellis says:

    Don’t BAN them from my workshop? Why not? Obviously the only thing this corporation listens to it the siren call of their crotches and their bank accounts using these outdated and sleezy approaches….and it’s not only demeaning to women but to MEN too, supposing when it comes time to make a new purchase they will let what’s below their belts make the decision rather than their heads to buy their power tools.
    They have proven to me they have no idea of how to market their products….let’s hope this culture doesn’t carry over into their corporate world with their female employees (IF the have them)……so I will be looking elsewhere for any of my next purchases.
    You are right, Brittany in saying huge amounts of women are now the ones into DIY….single women, in fact, now account for more property purchases than any other demographic as well.

    Nestle is FAR bigger than Makita……maybe they should look back in history and see how when THEIR practices in Africa was killing babies (all in the name of profit) they were boycotted royally and lost millions due to their greed.

    I’m not banning Makita……but I AM boycotting them. Starting right now. Hit them in the wallets, obviously that’s what they are most concerned about.

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      Frankly, I don’t think that they’d feel the pinch if women stopped buying Makita. Personally, I don’t want to see them fail. They make great tools. Their saws alone use better materials and will last much longer than some other brands who have switched to plastic parts. I just hope that this post puts a bug in their ear and let’s them know that the time to change their marketing and advertising strategy is now.

      Reply
    • Penny
      Penny says:

      I am with you on boy coting them, I will never buy from a company that uses sex to sale, it is so downgrading and immature I mean what is there advertising department going through puberty? after all I thought it was the adults that made the money to buy the tools..

      Reply
  35. Chris
    Chris says:

    This campaign speaks volumes about how Makita views women. My sister introduced me to Ryobi. My interest in Makita is over.

    Reply
  36. Katie
    Katie says:

    Girl I could not agree more!!! Clearly the people doing the marketing for their company is only using the brain in their pants. A smart marketer would capitalize on a broader audience and utilize women who actually know how to use power tools! I’m so happy you posted this!!! Hopefully you can help be the change!

    Reply
  37. Serena @ Thrift Diving
    Serena @ Thrift Diving says:

    I have to say….this looks sooooo ODD. I could see if they were hot girls in work pants, fully clothed, with saw dust on them. But this just looks like some Rent-a-Boob chicks that think just by holding a power drill, with fake windblown hair, that this will sell. Well, then again, it probably will, to MEN. But there is a whole bunch of women who will resort to other brands, and that means, they’re missing a huge target population of DIYers like us. Over-the-top marketing….They’re marketing president needs a swift kick in the butt. 🙂

    Serena @ Thrift Diving

    Reply
  38. Julie - Being Home
    Julie - Being Home says:

    Yep, NOT impressed! Sorry, I will not be buying their products. Nope! Sorry, not sorry.

    I use Rigid and DeWalt and if they started this kind of advertising crap, I would stop purchasing their products.

    Well, I guess Makita does not want true Makita Girls (I mean women) who actually know how to use power tools. Asinine marketing move and I better not see those girly posters at HD or Lowes. What a messed up impression to little kids (shopping with mom) getting tools and supplies to build stuff with mom. 🙂

    Reply
  39. SheilaG @ Plum Doodles
    SheilaG @ Plum Doodles says:

    I haven’t seen those ads, so I’m glad you sent out the alert. Ugh! Though I don’t have any of their tools, they have always been the “someday” in my toolbox wish list. I’m thinking the idiots in marketing don’t also design tools, thank goodness.

    Reply
  40. Priscilla
    Priscilla says:

    I wonder if they DO realize that most of their customer base is now women, and this is their way to bring men back into the market? Either way, I agree that this was a really bad move on their part.

    Reply
  41. Kathy
    Kathy says:

    You go girl!! This company must not have a woman in any position of power in their corporate office, or this “campaign” would never have happened. I have always had the tools in our family. My husband can hardly use a screwdriver. Companies need to realize a lot of women buy their tools and construction products. We don’t just decorate, we build!!

    Reply
  42. Khadija
    Khadija says:

    Yeah, like we have our boobs hanging out while doing diy.
    Thanks for bringing this to our attention.
    What a degrading ad!!!

    Reply
  43. Christina
    Christina says:

    Thanks for the heads up Brittany! My post on their Facebook page: “Wow, your new “Makita girls”… are they under 13 because that is, I believe, when you call women girls. Also, why not put them in string/thong bikinis? Truly a sad time in Makita history. You chose not to take the high road and use REAL users of your tools who promote the hell out of your great products. Hmmmmm might have to look elsewhere for my tools if this is all you think of women. Misogyny of 2015… you disappoint so many Makita. A sad, sad day.”

    Reply
  44. Funky Junk Interiors
    Funky Junk Interiors says:

    Well Brittany, I have to hand it to you. You know your tools, therefore you’re the perfect spokesmodel for this one.

    Before all this, I attempted to contact Makita to somehow put a positive spin on average women working with their tools. They responded with:

    “At this time we are focusing our product placement efforts on jobsites, skills training, and sponsored teams and athletes in racing and action sports.”

    Doesn’t exactly sound like the perfect place to target women that want to create.

    Which is fine. Not every company desires to be a part of the millions of DIY bloggers and their own communities, work with those that attend conferences and teaching workshops, or weekend DIY opportunities where locals can walk into a big box store and learn how to build for the first time.

    I’m just unsure why.

    Maybe this is what it’ll take to get the message heard?

    Makita, bloggers have a LOT to offer your tools and your company. Love your stuff. I’d be the first in line.

    If only you’d give us a chance…

    Reply
  45. Mary
    Mary says:

    Brittany,
    Thanks for featuring my picture! Lets show Makita what a real WOMAN looks like, who knows how to actually use the tools!

    Reply
  46. Robert Rada
    Robert Rada says:

    Makita makes great tools, but I don’t buy their product. Their marketing insults my intelligence. I’m only 34 years old, so I don’t remember a time before “Miss Makita” calendars and posters and whatnot.

    Reply
  47. Aggie
    Aggie says:

    I grew up with Makita girl calendars in my dad’s workshop. I remember feeling like a deer in a room full of hunting trophies, and thinking my body was not good enough. I was twelve.

    Reply
  48. Adam
    Adam says:

    This is the exact same reason I stopped using GoDaddy for my websites: it used to be a great inexpensive web-service, then suddenly they decided that racy models were what was missing from their business.

    Clearly there needs to be a shake-up in the ad department of Makita, inc.

    Reply
    • Brittany Bailey
      Brittany Bailey says:

      I assume you aren’t including Danika Patrick as a racy model. I think she’s earned the respect in a male-dominated field. I do agree with you, Makita needs to take notice that they are alienating a segment of their customer base.

      Reply
  49. wilma
    wilma says:

    Augh!!!!!!! That sums up my response. And it’s WOMEN, not GIRLS. Using the word girls rather than women is just another way of diminishing the role and power of women. Words matter.

    Reply
    • wilma
      wilma says:

      Postnote: I think it’s different when women refer to themselves as girls, or in a group with their friends, or whatever, than when companies or other entities refer to women as girls.

      Reply
  50. Allison
    Allison says:

    Holy quotableness (yup, totally made that up)! “A woman gets her nails at the hardware shop not the salon”! That needs to be a sign for sure girlfriend!

    Reply
  51. Jenny@SingleGirl'sDIY
    [email protected]'sDIY says:

    This is so disappointing. Thanks for sharing. I think you’re completely right that Makita is missing out on a big group of savvy buyers. I just went to my garage to check if any of my power tools were Makita, so I could send you a pic. None of them are, but after this, I’m OK with that.

    Reply
  52. Nicole
    Nicole says:

    I am not a DYI-er – I came from a different world when girls took home ec and could be secretaries, nurses, and teachers. My grand-daughters have opportunities to do things I never did. To paraphrase Dr. Martin Luther King: I look forward to the day when my six grand-daughters will be judged, not by how much skin they can show, but by how much they can do!

    Reply
  53. Pat
    Pat says:

    I have real power tools and know how to use them. I have impressed former boyfriends and handymen with my tools – power and hand tools. Makita’s marketing needs to move into 2018 and recognize their own biases and adjust their marketing to be more inclusive. Females spend money for their own tools and as gifts but marketing such as this will impact buying decisions. .

    Reply
  54. Colleen Taylor
    Colleen Taylor says:

    I remember your original Makita post Brittany from years ago. Where are these people from that have such lame marketing videos with these women?!? This is disrespectful to women in general and yeah, the 1980’s did call & want those ridiculous looking outfits back. These women appear and speak as if they don’t have a brain in their heads. How embarrassing for a company to market this way.

    Reply
  55. Nancy
    Nancy says:

    My daddy had a gas station when I was a kid and I was always confused why the calendar for motor oil had pictures of ladies in bikinis. I asked him and he got rid of them all. That was 1960 or so.
    Things haven’t changed enough. I’m glad you’re doing this.

    Reply
  56. Mary Barber
    Mary Barber says:

    I couldn’t agree more! For some reason certain companies, be they tools, toothpaste, automobiles or whatever seem to think sex sells. I am deeply offended. I have been using tools for years and will continue to as long as my body holds out, BTW, I will be 77 in July. Another thing I am offended by is (don’t know the brand) a company selling pink tools for ‘girls’…give me a break! I love getting down and dirty and doing some real work with real tools. Whew! now I feel better!

    Reply
  57. Cheryl
    Cheryl says:

    That advertisement is geared toward men. It has nothing to do with trying to market to women and they could care less if it offends women. I think it’s a silly advertisement but the men probably didn’t hear a word they said. haha

    Reply
  58. mary
    mary says:

    It is sad that in 2018, where there are so many amazing female builders: You, Jen Woodhouse, Erin Spain, Sara from Ugly Duckling House, just to name a few, (I could go on for much longer) that a brand like Makita can’t reach out to those ladies to be a spokes model. My Makita Drill/Driver set was the first legit tools that I purchased for myself when we started our basement reno and they are still going strong after 3 years of heavy use. We have since bought a few other Makita tools< because they are great quality. But they need to get with the program and recognize that scantily clad women is not the answer. Thank you for bringing this back to the forefront and including my pic from way back when!

    Reply
  59. Jaime Costiglio
    Jaime Costiglio says:

    Oh Miss Makita if you only knew – a sander would be the last tool anyone who uses power tools would pick as their favorite. Sanding is definitely near the bottom of the fun things DIYers enjoy doing. So ridiculous. Thanks Brittany for pulling this refresh, I’ll be sharing.

    Reply
  60. Karin
    Karin says:

    Thank you so much for standing up to this! Everytime I go to a hardware store with my husband and ask someone a question they start talking to him. Problem is, he doesn’t have a clue. So annoying! At least I have raised two awesome boys who know to come to Mom when they need something built or fixed.

    Reply
  61. Guerrina
    Guerrina says:

    Cheryl, that was exactly my thought.

    Makita is losing out on a large population of buyers because these ads market to men only, and for men (a generalization), sex sells. The models allow themselves to be objectified by agreeing to be part of the campaign. What a change if they refused to be used like that! I agree that if Makita did a 180, they be happily surprised.

    I would love to be able to afford Makita. A master woodworker/craftsman recommended Makita to me as it fits better in small hands like mine and since he was missing several fingers (birth defects), he knew what he was talking about.

    Reply
  62. Susan Bartenfeld
    Susan Bartenfeld says:

    I am 100% with you!! It’s a shame that ALL advertisers have lumped us women into a sizeI 0 to a 2!! I am by far NOT a 2 but love my DIY’s and my power tools!! Maybe the “stacked beauties” are NOT a threat to the average man’s manliness, like a REAL woman would be! Thank GOD I have a man who is NOT threaten by my love of DIY and power tools!! If these companies knew just how many REAL women used their tools, maybe they’d get REAL women to pose in their ads, and see just how much their sales would go up!!!

    Reply
  63. Vikkie - The Carpenter's Daughter
    Vikkie - The Carpenter's Daughter says:

    Completely agree.. What a ridiculous campaign. It’s hard to be taken seriously when they feature women like this with hardly anything on. I’ll send you a pic of me and my Makita router soon! I’d much more appreciate it if they worked with real female DIY bloggers like us!

    Reply
  64. Carrie Hays
    Carrie Hays says:

    Brittany, I love this. Maybe we should start a campaign for real Dewalt women. They make some pretty kick ass tools, too!

    Reply

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