On Tuesday, popular pharmacy chain in the UK and Ireland, Boots officially announced that Chimamanda Ngozi Adichie, brilliant writer and feminist icon, will be the new face of their No7 beauty brand.
Vogue reports that Chimamanda’s first campaign for the range will launch on Friday October 21, with print, online, and TV advertising – with Chimamanda speaking about how she used to fear being taken less seriously because of her love of make-up, but later came to embrace it as a tool, an enhancement and as part of her own identity.
Chimamanda’s TED talks have received millions of views across the world, she has three critically acclaimed novels under her belt and just days ago she contributed a “thank-you note” to US First Lady Michelle Obama for The New York Times T Magazine cover feature. This is a woman with influence.
Watch Chimamanda Ngozi Adichie for Boots
In Vogue’s November 2016 Real Issue, in “The New Face Of Beauty: You”, she said of the campaign: “I think much of beauty advertising relies on a false premise – that women need to be treated in an infantile way, given a ‘fantasy’ to aspire to… Real women are already inspired by other real women, so perhaps beauty advertising needs to get on board.”
“I love make-up and its wonderful possibilities for temporary transformation. And I also love my face after I wash it all off,” she said. “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.”
Well done for Boots for choosing a face for No7 that’s so much more than just a face – she’s an inspiration, an icon, and a reminder that being intellectual and loving makeup are not mutually exclusive.