Acclaimed feminist and author Chimamanda Ngozi Adichie is the new face of Boots No7 make-up, with her first campaign launching on Friday. Having three novels under belt she has been previously recognised by the much celebrated TED talks and just recently she contributed a “thank-you note” to US First Lady Michelle Obama for the New York Times T Magazine cover feature. She is one influential woman.
In an article in Vogue U.K., she described her involvement in the campaign as,
“I think much of beauty advertising relies on a false premise – that women need to be treated in an infantile way, given a ‘fantasy’ to aspire to… Real women are already inspired by other real women, so perhaps beauty advertising needs to get on board.”
— Muchaneta K (@FashNerdEditor) October 20, 2016
The campaign challenges the typical portrayal of make-up as an essential tool that a woman must apply to hide her flaws or enhance her beauty. Though she says she enjoys applying make-up, in no way does this mean that she doesn’t appreciate her natural beauty without.
In an accompanying video, she speaks of her personal relationship with make-up and femininity. Additionally, she says make-up is an integral ritual for some women, it is rather a celebration of femininity than a ritual that unfairly portrays them as unintelligent for caring about their appearance. Rather than shunning the make-up industry, Adichie believes it is more productive and thrilling to see campaigns that do not shame consumers but rather than promote aspirational women showing that power and femininity are not controversial.