Walgreens Boots Alliance’s Sleek Makeup is tackling the subject of makeup shaming with a campaign called “My face. My rules.” The message is told through the campaign’s video featuring a diverse group of Sleep Makeup users sporting their bold personal styles.
According to a survey conducted by Poshly, in conjunction with Sleek Makeup, one in three makeup enthusiasts have felt judged for makeup they wear. Instead of models, the video stars real Sleek Makeup fans culled from a social media casting call that attracted 3,000 applications.
Sleek Makeup is among the brands taking to social campaigns to bring awareness to issues impacting beauty. Other efforts include Coty’s Covergirl campaign centered on the New York subway’s discouragement of applying makeup in public or Sundial’s #Breakthewalls to bring attention to the need for inclusive merchandising of products.
An image from Sleek Makeup’s campaign.
An earlier activation from Sleek Makeup called The GlowDown resulted in close to 470,000 video views and more than 20,000 engagements. “We also established new fans of the brand, welcoming roughly 6,000 Instagram followers to our newly launched U.S. platform through this activation,” said Mina Kim, senior marketing director of cosmetics at Walgreens Boots Alliance.
The brand, known for its broad shade ranges products with strong