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Beauty
Published: 20 Sep 2017

Sleek Campaign Tackles Make-Up Shaming

Sleek MakeUp has launched a global campaign called My Face. My Rules in a bid to tackle make-up shaming. Touching on themes of empowerment, individualism and uniqueness, it aims to positively acknowledge everyone’s right to define their own beauty.

The British brand’s comprehensive range of inclusive and accessible colour cosmetics cater to those often ignored by the mainstream beauty industry. The campaign encapsulates its core values of diversity and individuality, with images and videos featuring its own consumers, who were cast via social media. It showcases their make-up skills and inspiring responses to negative personal experiences.

The brand worked with international anti-bullying charity Ditch the Label to commission a corresponding survey. It found that 75% of people think women look better with no or less make-up, while more than a quarter of respondents had felt judged for wearing it. “We hope this research will contribute to the growing discussion against make-up shaming, and will bring us a step closer to our vision of a world that is fair, equal and free from all types of bullying,” said Liam Hackett, the charity’s founder.

Sleek MakeUp has also released a manifesto alongside the campaign that aims to encourage conversation around the representation of make-up lovers in society. It pledges to challenge beauty industry norms and continue supporting its consumers’ passion for cosmetics.

This is one of a few shrewd beauty strategies that are beginning to acknowledge marginalised and underserved markets. For more, see Advocating Realness and Gender-Fluid Generation.

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