Gone are the days when we thought celebrating divergent cultures was limited to diverse countries like India. A part of the global beauty industry has jumped onto the same bandwagon. With brands like Fenty Beauty and Huda Beauty, catering to different skin tones and celebrating diversity, we are excited to see what more is coming!
There’s no denying that along with brands who gracefully convey the message, there are brands like Dove, which tried to include diverse models in their campaign but flubbed the purpose, badly. There’s a long way yet to be covered, but here’s the good news.
Following the footsteps of the Wet'n'Wild campaign, your favourite place to stock up on new beauty products, Sephora, has unveiled their most diverse holiday campaign so far. Instead of getting top models, the brand has cast someone really special. This “Reach Out and Gift” campaign features a group of the beauty emporium’s own employees who come from different cultures. And we think the right people are under the spotlight—for once.
Out of 1,000 consultants who applied to be a part of the campaign, 10 were selected based on their definition of “unique beauty”. It comprises Chaimae Boulayad, a hijab-wearing Moroccan employee, Terrell Britten, an aesthetician who works at Sephora in Beverly Hills and Joanna Samano, who suffers from alopecia.
“Beauty is personal, and that’s what makes a gift special.” —Chaimae, Sephora Powell Street, San Francisco, CA This holiday season, we reached out to the most unique, one-of-a-kind people we know—our Beauty Advisors. See below to get to know @chaimae_boulayad. ... Chaimae, Color Consultant Years at Sephora: 3 Describes herself as: Ambitious, positive, fun Got her love of makeup from: Her aunts Always in her bag: Concealer, sunscreen, lip balm Originally from: Morocco
“I love the gifts that you wouldn’t have the courage to buy for yourself.” —Alley, Sephora Town Center Plaza, Leawood, KS This holiday season, we reached out to the most unique, one-of-a-kind people we know—our Beauty Advisors. See below to get to know @AlleyGage … Alley, Senior Artist Years at Sephora: 6 Describes herself as: Strong-headed, passionate, ambitious Stocking stuffer must-have: Foundation sticks Products that have lasted her forever: Favorite set of brushes Three favorite things: Cats 🐈, tacos 🌮, makeup 💄 Favorite date: Friday the 13th 👻
As per an article by Racked, the inception of the campaign came about in a conversation about celebrating different perspectives and everybody’s definition of beauty. The theme of this campaign is an effort to encourage people to connect with others through beauty gifts and make them more personal. It’s both refreshing and applaudable to see that brands are eventually coming closer to real people for campaigns too.
In the meantime, here are our favourite beauty picks from Sephora.
Use Sephora Collection Colourful Eyeshadow in Luxurious Boot Camp - Forest Green (Rs 990) for long-lasting colours.
Sephora Collection Blush To Go (Rs 1,250) will enhance your complexion and give it a natural glow.
Swipe Sephora Collection 2-In-1 Kabuki Flex Brush 53 (Rs 1,430) onto your cheeks.
The Make Up For Ever Rouge Artist Intense lipstick (Rs 2,140) is saturated with pigments and has great colour payoff.
Montblanc Lady Emblem Eau De Parfum 50ml (Rs 4,500) is a fruity and floral fragrance ideal for daywear.