Beauty has changed. It is no longer just on the catwalks and pages of magazines, but has slipped into the selfies of our girlfriends or influencers whom we believe to share the daily life, while the screen of our smartphone has become our bathroom mirror. bath. Everyone is talking about beauty, and in this particularly competitive sector, it was crucial for SEPHORA to speak again, and to reaffirm its status as a leader by giving its vision of beauty: The Unlimited Power of Beauty.
A beauty that is experienced as a playground where everyone has the power and the right to experience whatever they want. A beauty that is limitless because there are as many beauties as there are people in the world, and that the same person can explore multiple facets of it during the course of a day or a lifetime. Beauty that gives us the power to assert ourselves and to love ourselves: beauty is not a standard, a size or a filter, but a tool of power and confidence.
To illustrate this new positioning which gives beauty a decisive role in everyone's life, BETC has imagined with SEPHORA, a powerful campaign which is deliberately different from the previous ones. The campaign is both very universal in its cast, and very intimate in tone and imagery, so that everyone can see it and can see the full potential of their own beauty.
The film directed by Jonas Lindstroem, tells of a person’s authentic emotions in the face of their reflection over the course of their life, giving voice to moments of doubt as well as moments of strength. The intimacy and emotion of each act of beauty make them rites of passage, real moments of self-construction, at each stage of life. The cover of Kelsey Lu's iconic title "I'm not In Love" was chosen for its emotional power that resonates with everyone.
The print is a gallery of portraits captured by the eye of Nadine Ijewere, photographer.
Image courtesy of SEPHORA
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