It’s 2018, and I’m still wondering Where are the Real Makita Girls?
It’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:
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.
Sara Bendrick – Landscape Designer, Woodworker and DIYNetwork TV Host of I Hate My Yard
Kit – Blogger, Builder and Kick Ass DIYer at DIYDiva.net
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!
Mary Hunnicutt another one of many #RealMakitaGirls
Jane 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?
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.Â
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
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.
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!
Agree. They need some new ad “tools”. ;O)
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.
Dawn, let’s hope we’re setting up the step for a new campaign in 2016 that is new and improved!
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!
Susan, well, I hope they don’t. But, even sadder if they do and don’t see the problem with the campaign.
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!
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!
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. 🙂
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.
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 🙂 )
Oh James, I hope you didn’t shoot yourself in the toolbelt. But, thank you for understanding my frustration.
Well written post. It’s very disappointing to see something like this. I think YOU are the perfect real Makita girl.
Julie, flattery will get you everywhere. Thanks for your comment.
Why are you messing around with homeowner class tools anyway? Get serious and use us.hilti.com
Hey Jason, thanks for your comment. Those look like some nice tools, but the price tags made me choke a little.
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!
Thanks Cristina! Yup, there are a lot of us out there that use and will continue to buy Makita tools. I hope they realize that before it’s too late.
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
Brenda, I agree. Honestly, more focus on the tools and less on T&A would be preferred.
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…
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.
ROCK ON. When I saw this ad, I was (a) disgusted and (b) confused how they don’t know that women buy and use their tools, too! I hope they see this and change.
Thanks Karen. I hope they change their ad tune ;-).
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.
I agree with you Kristie, but would at least like that they were acknowledging their female customers.
Way to go! This absolutely needed to be said. Sharing on my social media outlets now!
Thank you so much Vanessa!