CHALLENGE
In India, beauty is viewed through a very narrow prism. While there is an acceptance for 33 million gods to express themselves through make-up, certain sections of people are not allowed the right to be and feel beautiful. Even our beauty role models adhere to this stereotypical lens.

Shoppers Stop, India’s leading retail brand, wanted to shatter biases around beauty and self-expression. It wanted to make space for diversity, inclusivity, and acceptance by using unconventional influencers.

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IDEA
Shoppers Stop, India’s popular beauty retail brand, believes beauty should not just be inclusive but also empowering. So, it decided it was time India heard a simple message:

 

STOP THE BIAS.

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An integrated campaign was launched with the very people who took on these biases—an acid attack survivor, a speech and hearing-impaired beauty enthusiast, a drag icon, and a stand-up comedian. The campaign was launched in tandem with Shoppers Stop’s talent show property—EyeStoppers 2020.

Owing to the lockdown restrictions during the ongoing pandemic, the EyeStoppers 2020 make-up festival was hosted online, with LGBTQI, acid attack victims, speech and hearing impaired, and body-shaming becoming the themes for the finale of the festival.