CoverGirl has decided to have a very positive and inclusive video which features their new product: truBlend. The cosmetic giant's video features a model, Amy Deanna, who has the skin condition Vitiligo which makes you lose the skin pigmentation in random parts of your body or face. It is quite common and many people have this skin condition.
Deanna is believed to be the first ever model with Vitiligo to be in a beauty campaign and is thrilled at the opportunity and acceptance that the beauty industry has given her and will hopefully give to others like her. Her commercial was launched as part of CoverGirl's #IAmWhatIMakeUp campaign.
The company announced on Twitter that the #IAmWhatIMakeUp campaign "celebrates the power to be who you are and who you want to be."
As Deanna applies the truBlend foundation in two different shades in the video, she says, "Why try to blend in when you can choose to stand out?"
In an interview with People, Deanna said, "Representation is important. Inclusivity is important—not just for people of different backgrounds and ethnicities, but also people of all sizes. That’s why I was so excited to partner with CoverGirl on this project. Beauty comes in all shapes, sizes, colors, etc. Let’s face it, together we are a mosaic—that in itself is beautiful. We should celebrate that."
She continued, "I believe that inclusiveness will challenge unrealistic beauty standards within the beauty industry and in humanity," she said.
"I remember seeing Queen Latifah on TV as a CoverGirl when I was young. That was so inspiring. I can’t express how excited I am to say, I too have had the opportunity to work with CoverGirl."
The American Academy of Dermatology has termed Vitiligo as a disease which results in the skin losing its natural color and develop lighter skin patches on the face and the body. Celebrities such as Michael Jackson, Terrence J, model Winnie Harlow also struggle with the same disease.
Despite the fact that there has been some progress and movement towards the beauty industry being more inclusive of diversity and differences, there is still a long way to go in terms of being more inclusive. Deanna also told People that there is yet a lot more progress to be made.
Here is a video of the advertisement by CoverGirl:
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