Diversity and creativity take center stage for a creative makeup campaign with beautiful results ‘Makeup shaming’ is the judgement that many people face for their personal beauty choices – whether it’s negativity experienced from showing up with a full face of make-up, or a bold colour shadow, or heavy contour. We believe the 27% of people that research identified as feeling judged when wearing their make-up is a percentage that is far too high! Sleek MakeUP wanted to take a stand against make-up shaming and bolster the brand’s feminist and diversity credentials, while simultaneously improving the perception of the brand’s values among its key target demographic of 16-24-year-olds and driving purchase intent. A relatively small cosmetics company in comparison with competitors, Sleek has staked a claim as a bold and honest brand that stands for acceptance and creativity. With ‘My Face, My Rules’, Sleek stood up for cosmetic diversity and needed a partner that also takes a stance on injustices that matter. Hearst title, Cosmopolitan, was the perfect fit; the media brand has built a reputation for empowering women and embracing diversity.