There's far more power in beauty marketing than you might think. One 30-second commercial that aired during the Super Bowl sent the message of diversity and inclusivity by way of hair products. A newspaper ad used bar soap as a means of getting its political point across. Sometimes, unless you're claiming that you can solve the world's problems by handing over a Pepsi, advertising can be one of the most impactful ways to spread the word. And iconic beauty brand Rimmel London understands that well.
Its latest campaign, called Edge Your Look, celebrates individuality, and features 17-year-old British beauty vlogger Lewys Ball (the brand's first male ambassador), "creative hustler" Portia Ferrari, and up-and-coming model Maddi Waterhouse (sister to Suki), among others, as the faces. The idea is simple: Own who you are. No matter your gender, skin colour, age, or style, you're a badass. "This campaign important because it embraces the diversity of everyone's individual looks," Ferrari says. "Everyone has a different way."
Embracing what makes someone unique? Now that's the way to spread a message. "All of the influencers [involved in the campaign] had the same mentality of acceptance and love," Waterhouse said. "I also knew having Lewys involved would be such an amazing thing for people who felt the stigma of makeup being only for women. By such a big brand using a male model, I knew it would be a positive push in the right direction for society."
It's also made a huge impact for Ball (who happens to be the first male ambassador for the company).
"I know that if I had seen more males wearing makeup in the streets and on brand campaigns when I was younger, I would have felt more accepted as someone who loves and wears makeup," Ball says. "Everyone should feel confident wearing makeup — no matter their skill, how much they want to wear, or how dramatic it is."
The takeaway here? Live your truth loudly and proudly while supporting brands who are championing diversity and inclusivity. To check out the entire commercial for yourself, press play below.