Beauty and Identity

04 Nov 2016

Boots No 7 Chimamanda

Red Consultancy has launched a new partnership between No7 and award-winning author and celebrated feminist speaker Chimamanda Ngozi Adichie.

The campaign celebrates how beauty for women is about more than looking pretty: it’s about how make-up can make women feel, giving them the energy and confidence to go out and do anything. Chimamanda is a vocal advocate of how beauty is part of her feminine identity – about her journey from feeling that she wouldn’t be taken seriously if she wore make-up, to how she came to embrace and love it as an enhancement of her own self.

“I love makeup and its wonderful possibilities for temporary transformation. And I also love my face after I wash it all off. There is something exquisitely enjoyable about seeing yourself with a self-made new look. And for me that look is deeply personal. It isn’t about what is in fashion or what the rules are supposed to be. It’s about what I like. What makes me want to smile when I look in the mirror. What makes me feel slightly better on a dull day. What makes me comfortable.”

Launched editorially in Vogue’s Real Women issue and then with an exclusive airing of the TV ad on, Red has since achieved over 140 pieces of UK and global coverage and over 100 posts from social media and influencers.