Chimamanda Ngozi Adichie Is The New Face of Boots No7 Makeup

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.”

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.


Be the first to comment

Leave a Reply

Your email address will not be published.