The beauty industry sometimes feels like a private party. A place only a selected few get invited to thanks to unrealistic standards of beauty. I believe that beauty comes in all shapes, sizes and color. It is important that beauty brands are inclusive not only with the products they offer, but also with the people they choose for their campaigns. Makeup brand CoverGirl recently shot a campaign ad for its ‘TruBlend Liquid Makeup’. The campaign featured Amy Deanna, a model with vitiligo.
What is Vitiligo?
Vitiligo is a condition that causes the skin to lose pigment cells and develop patches that are much lighter in color.
The commercial launched as part of CoverGirl’s #IAmWhatIMakeup campaign. It celebrates the power to be who you are and who you want to be. The powerful newly-released ad shows Amy Deanna applying the foundation in two different shades to highlight the lighter areas of her skin as well as to even out her skin tone in other areas. She does this while asking. “Why try to blend in while you can choose how to stand out?”
A simple yet profound question which has made this campaign groundbreaking. It’s not only a message of self-acceptance, but also shows that women with vitiligo can wear makeup if they choose to while still emphasizing what sets them apart.
Deanna has praised the iconic makeup brand for giving representation to those who have vitiligo. “Vitiligo awareness is something that is very important to me, “Amy said of her new CoverGirl campaign. “Being given a platform to do so means so much. At the end of the day I am just like everyone else, I just happen to have spots. It’s a part of my identity, but it doesn’t define who I am.”
“For there to be so many of us and so little representation, it’s truly disheartening,” she added. “I am a black woman; I have vitiligo. That is empowering.”
We often tend to get caught up striving for perfection which just isn’t realistic. This may have been a simple ad campaign but one that has hopefully send a powerful message to the beauty world. It is empowering for Deanna to show that you can challenge the norms of what people think is beautiful.
You can check out the ad below.