David Reviews

 Biting the hand that feeds us since 2002.

Boots No 7
"Makeup Doesn't Mean Anything"
60s
22 October 2016
UK Cosmetics

Chimamanda Ngozi Adichie, award-winning author and celebrated feminist speaker, is the new face of Boots No. 7 range of cosmetics. In between featuring on Beyoncé albums and writing thank-you notes to Michelle Obama, the woman often identified as the most influential in Africa finds time to give us her thoughts on cosmetics and their function in the world: 'Make-up is just make-up, it's how you feel wearing it that matters.'

In the ad, Adichie describes how she went through a period of rejecting femininity because she felt she needed to in order to be taken seriously. It's a feeling many women will be familiar with, and to hear it talked about openly and intelligently in a make-up ad is extremely refreshing.

It's a beautifully-shot ad, coloured in warm autumn tones to accompany leaves cascading back onto the tree they fell from. Adichie's words are so assured and compelling that the music may not have been necessary.

The cosmetics industry often ignores the fact - as Adichie explains - that women don't need to be 'treated in an infantile way, given a "fantasy" to aspire to'. In casting a woman known for her work, No. 7 have made the important distinction that cosmetics function to enhance, not conceal, beauty in all its forms.

Shell
"Make The Future"

Matt said:

This makes Clean Bandit's Microsoft death pact look like a positively shrewd move.


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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.