Chimamanda Adichie is new Boots No7 ambassador

By Lucy Whitehouse contact

- Last updated on GMT

No7 campaign, Boots
No7 campaign, Boots

Related tags: Vice president

Boots has made globally renowned Nigerian author, Chimamanda Adichie, the new face of its No7 beauty brand.

Commentators, including Vogue UK, suggest the beauty and pharmaceuticals retailer, a major presence in the UK, is hoping to maximise on Adichie’s unique and authentic appeal. The writer is particularly known for her vocal support of feminism and open self-identification as feminist.

Adichie gave a talk on how feminism is applicable to everyone at a TEDxEuston event that was sampled by global superstar Beyoncé on her Flawless track, catapulting the already well-known writer to even greater international acclaim.

The move comes against a backdrop of widespread efforts to tackle gender stereotyping in the industry, particularly in the UK - it follows Unilever’s recent commitment to end stereotypes in its advertising, and L’Oréal’s move to be the first to have a male model front a makeup campaign.

Strong brand purpose

Unilever has spoken of the impact that having a ‘strong brand purpose’ can have on brand performance.

Speaking recently to The Drum,​ the consumer goods multinational noted that those of its brands that have signed up to either its ‘unstereotyping’ campaign or is sustainability plan have seen an increase of 30%  faster growth on average.

“All the brands with strong purposes run 30% ahead of the others, so it is a huge number and a significant difference,” ​said Aline Santos, executive vice president of global marketing.

Feminism and makeup: comfortable together

Adichie has spoken of her belief that colour cosmetics can be a natural partner to feminism, despite some popular perception that they can’t go together.

“I love makeup, and its wonderful possibilities for temporary transformation. And I also love my face after I wash it all off,”​ Adichie said in a press release.

There is something exquisitely enjoyable about seeing yourself with a self-made new look. And for me that look is deeply personal.

“It isn’t about what is in fashion or what the rules are supposed to be. It’s about what I like.

“What makes me want to smile when I look in the mirror. What makes me feel slightly better on a dull day. What makes me comfortable.”

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