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.”