We're loving that this year a growing thing that we're seeing is beauty brands taking it upon themselves to change up the way the industry looks at beauty and is helping to create a more inclusive ideal of beauty. Just to add to the list, beauty mega brand Sephora have stepped forward with their new campaign for the festive season, Reach Out And Gift.
The campaign was started by conversations higher up in the company that focused on diversifying society's idea of beauty and people's different outlooks on beauty, according to Racked. So who better to cast than their own beauty-loving employees? The company then launched a competition amongst their employees, encouraging anyone who wanted to be cast to submit a video describing their own definition of 'unique beauty'. Over 1,000 employees applied, and based on their video submissions, ten were selected to feature in the campaign.
The campaign cast includes Joanna Samano, who lives with alopecia, Chaimae Boulayad, a Moroccan employee who embraces the beauty of her hijab, and Terrel Britten, an aesthetician who works for Sephora in Beverly Hills. The campaign itself is all about encouraging people to share beauty gifts this holiday season, and how in turn it brings people together and connects them.
It's really wonderful to not only see a company embracing diverse beauty (the only real way to go!) and give an opportunity to give employees a moment in the spotlight in the process.