You are ‘too ambitious’, ‘too confident’, ‘too sassy’, ‘too bossy’, ‘too emotional’. Does this statement sound familiar? I’m sure we’ve all heard the above or something similar at one point or another. As women, irrespective of the belief that we can be anything; we are often labelled as being “too much of something”. Like are we expected to dim down our light simply because of our gender?
I love it when large beauty brands take the lead when it comes to changing beauty standards, and dismantling harmful stereotypes and gender norms.
This is exactly what Olay is doing in their latest beauty campaign dubbed #FaceAnything.
The face anything campaign was inspired by the difficulties women face trying to be authentic, under the weight of society’s conflicting expectations. Its aim is to bring visibility to the above labels. “We’ve talked to a lot of women, across different ages and mindsets. The commonality we’ve heard is that women are tired of being judged!” Explained Olay Senior Brand Manager Sara Diepenbrock… “We want to encourage every woman to live fearlessly and we believe that starts with skin that is ready to face anything.”
The women chosen to represent Olay all have important stories to share. Bby doing so, they are helping other people feel less alone and embrace who they are. The campaign enlists a diverse group of nine women who are trailblazers in their respective fields: Film Director and Mental Health activist Elyse Fox , Cultural advocate and Executive head Chef Angela Dimayuga, Model Jillian Mercado, Blogger Mama Cax, YouTuber and Comedian Lily Singh, Plus-size Model Denise Bidot, Co-founder of Refinery29- Piera Luisa, Gymnast Alexandra Raisman and TV Personality Kay Adams. These women are not only challenging beauty standards, but are also inspiring others to love themselves. Moreover, to use their voices all while being authentic.
According to Olay, the campaign that started on the 13th of August with a 28 day skin challenge is set to run all the way into September as it ‘officially’ launches with a 10-page spread in the September issue of Vogue a.k.a Bey Vogue. There will also be a makeup-free Olay runway show at New York Fashion Week as well as a Times Square takeover. Now that’s one hell of a way to launch a campaign!
So Why Should You Care?
The campaign may run for a while, and you might forget about it after all the hype. However, the message is something every woman should strive to embrace fully and celebrate who they are. Olay’s face anything message is loud and clear: You are not “too” anything. Live your life as your most authentic self. Check out some of the images from the campaign below.