“Beauty beyond beauty”. This is the name of the new Max Factor campaign in which women from different disciplines explain what beauty means to them. The goal? To promote a new definition of beauty that is free of stereotypes and encourages self-esteem and self-love.
The idea for this initiative stems from the results of a study carried out by the firm and in which 26,000 women, aged 25 to 55 and from ten different countries, were interviewed. The results were clear:
- Only 10% of women consider that current beauty advertising represents real or recognizable women.
- 81% of women look to other women they know for beauty inspiration, rather than models (10%) or actresses (28%).
- The 88% believe that beauty is a combination of appearance, personality and charisma.
- 80% claim that beauty advertising does not reflect a woman’s character, which is a key aspect of her beauty.
Edurne Pasaban, Najwa Nimri, Leticia Dolera, Isabel Jiménez, Ashá Miró and Luz Casal at the Max Factor campaign launch event.
Beauty from different perspectives
The concept of beauty is changing towards something much more personal, unique and democratic and it is important that cosmetics and makeup brands are complices of this change.
With all this, each woman has her own style and identity, something they are very clear about and which they demonstrated at the presentation event of the Max Factor campaign: Najwa Nimri, Leticia Dolera, Isabel Jiménez, Luz Casal, Edurne Pasaban and Ashá Miró.
At the presentation event, each of them had the opportunity to explain what beauty means to them. For example, for writer Ashá Miró, beauty is acceptance. “Tolerance and respect are the key, when we accept ourselves we feel good about ourselves,” she said.
For Edurne Pasaban mountaineer Edurne Pasaban, the key is safety. “When my father asked me for advice, I felt I was worth something. It gives you a security that you feel beautiful.” In the same vein spoke Najwa Nimri, who stressed that she has never tried to be liked and that “her darkest roles” have been the most successful of her career. Luz Casal, however, said that “beauty has to be enjoyed” and revealed that her icons to follow are over forty years old.
Finally, the testimonies of these six inspiring women are just one example of the direction of an entire society. A new definition of the concept of beauty is needed, one that is more inclusive and free of canons in which all women feel comfortable and free.
