Lipstick isn't just pigment; it's a wand of transformation. A simple twist of a tube enhances self-expression and makes a statement. That is exactly what we wanted to capture on National Lipstick Day (July 29). Coinciding with National Cleft Awareness Month, Smile Train, the world’s largest cleft charity, saw an opportunity to ignite meaningful conversations surrounding the significance of inclusivity and representation for individuals with a cleft. They reached out to us to drive home this message.
Embracing this timely convergence of celebration and awareness, we found an opportunity to start a dialogue about individuals with a cleft – a topic that often remains unspoken. We identified four courageous women who had never experienced the touch of lipstick before and made them the heart of our campaign.
This wasn't just a makeup makeover; it was an embrace of identity. These women, adorned in vibrant lip colours, radiated newfound empowerment—a testament to their inner strength and resilience, reshaping conventional beauty notions.
Their lips narrated stories of self-discovery through an engaging and poignant film. With a candid lens, we invited viewers into the lives of those who've shouldered judgments and biases. Their stories echo the hopes and fears of countless individuals born with clefts, revealing bold souls determined to dismantle body norms.
Here was a perfect example of letting the narrator take over the narrative of recognizing and celebrating the uniqueness of every individual, wholeheartedly.