The Beauty Project at Selfridges: Beauty is in the eye of the beholder


Selfridges Beauty Project Ad Campaign_Alice_without ad treatment What’s your definition of beauty? (Picture: Norbert Shoerner)

Fed up with conventional notions of beauty? You’re not alone.

The average British woman looks in the mirror five times a day but 90 per cent say they feel bad when they see their reflection, according to a report by Dove. Almost 30 per cent of women avoid mirrors altogether.

So what’s denting our confidence?

‘The beauty industry doesn’t have enough versions of “beautiful” for us to see,’ says make-up artist Sali Hughes. ‘There’s only one version of beautiful and that’s a Caucasian woman under 35, who’s slim and has even features.’

To challenge this, department store Selfridges have partnered with big brands including cosmetics brand Dove to launch a six week campaign, The Beauty Project, to explore the modern definition of beauty.

Selfridges Beauty Project Ad Campaign_Richard_without ad treatment Everyone has their own opinion about what it means to be beautiful. (Picture: Norbert Shoerner)

‘The entire point of The Beauty Project is to put forward many versions of beauty: older ladies, ladies of colour, women with mad pink…

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About maconsultancy

I am a Sales & Marketing and Web Marketing Consultant, Trainer & Outsourced Service provider with over 20 Years of Sales Experience, including 10 Years Key Account Sales & Sales Directorship in the Credit Industry. In addition to High Level Key Account, Reseller Channel & Solutions Sales & Sales Management Experience I am also very experienced in Web Marketing & E-commerce having successfully assisted my Wifes new E-commerce business become a very good new startup business in the past three years. I am looking to use my 20 Years of Sales & Marketing Experience, my 10 Years of Corporate Sales & Sales Management Experience in the Credit & Data Industry and my 3 Years of E-commerce & Web Marketing Experience to help other Sales Companies, Smaller Businesses, Credit or Data Industry Businesses and new Startup Sales, E-commerce or online retail businesses. As well as offering Sales & Marketing and E-commerce Consultancy & Training I can also provide Outsourced services including Sales, Keyword Analysis, B logging & Website / Blog Content Provision, Online Ad Campaign Management (Google Adwords), Exhibition Attendance, Social Media Management etc.

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