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Estée Lauder’s #MyShadeMyStory campaign comes to Kolkata

The Telegraph chatted with Dikshita Shukla, brand head, Estée Lauder India, to know more about the campaign

Saionee Chakraborty Published 17.05.23, 10:02 AM
Ankita Singh (left) and Riya Bhattacherjee with Prasenjit Biswas. While Prasenjit gave Ankita, the shade 5W1.5 Cinnamon, he chose the shade Sheel for Riya. And, the girls were delighted. "I was so happy with the shade Prasenjit used on me. It's just like slapping on sunscreen or moisturiser," said Ankita. This was Riya's second time with an Estee Lauder product and she loved it. "The finish was dewy smooth," she smiled. Ankita shared how it was always difficult to find the right shade for her. "You always need to mix three to four concealers and foundations to get my shade. The experienced make-up artists do understand, but the new make-up artists do take time to find my shade or the right undertone. There have been days when they have asked me if I was carrying my own shade or whether I knew my shade. They must have thought that I didn't know my shade, but it's not true. Unless I know the exact shade, it is difficult to educate people about it. Sometimes they get irritated about it and find it difficult to deal with my skin tone," she said. For all those who harbour insecurities about their skin tones, Ankita, who is close to completing five years in the industry, had a golden tip. "If fair is lovely, dark is also lovely.... The best make-up we can ever wear is confidence," she smiled. Riya too had had her fair share of rejections. "I have lost shoots because of my curly hair or because they didn't want a sharp jawline or for my height or being extra fair. But I would say, don't take it personally. The designers are looking for someone who would fit their vision. I believe beauty lies in the eyes of the beholder. There is no perfect definition of beauty," she smiled.

Ankita Singh (left) and Riya Bhattacherjee with Prasenjit Biswas. While Prasenjit gave Ankita, the shade 5W1.5 Cinnamon, he chose the shade Sheel for Riya. And, the girls were delighted. "I was so happy with the shade Prasenjit used on me. It's just like slapping on sunscreen or moisturiser," said Ankita. This was Riya's second time with an Estee Lauder product and she loved it. "The finish was dewy smooth," she smiled. Ankita shared how it was always difficult to find the right shade for her. "You always need to mix three to four concealers and foundations to get my shade. The experienced make-up artists do understand, but the new make-up artists do take time to find my shade or the right undertone. There have been days when they have asked me if I was carrying my own shade or whether I knew my shade. They must have thought that I didn't know my shade, but it's not true. Unless I know the exact shade, it is difficult to educate people about it. Sometimes they get irritated about it and find it difficult to deal with my skin tone," she said. For all those who harbour insecurities about their skin tones, Ankita, who is close to completing five years in the industry, had a golden tip. "If fair is lovely, dark is also lovely.... The best make-up we can ever wear is confidence," she smiled. Riya too had had her fair share of rejections. "I have lost shoots because of my curly hair or because they didn't want a sharp jawline or for my height or being extra fair. But I would say, don't take it personally. The designers are looking for someone who would fit their vision. I believe beauty lies in the eyes of the beholder. There is no perfect definition of beauty," she smiled. Prasenjit, Riya and Ankita pictures: Pabitra Das

Estée Lauder’s #MyShadeMyStory campaign is a salute to its Double Wear Stay-In-Place Foundation and aims to celebrate inclusivity. We chatted with Dikshita Shukla, brand head, Estée Lauder India, to know more about the campaign.

Dikshita Shukla, brand head, Estée Lauder India

Dikshita Shukla, brand head, Estée Lauder India

Can you please take us through the #MyShadeMyStory campaign?

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This campaign is a celebration of our iconic Double Wear Stay-In-Place Foundation while focusing on the brand’s unwavering dedication to inclusivity, diversity, and representation. The soul of the campaign lies in highlighting six extraordinary personalities who hail from diverse backgrounds and possess diverse skin tones, representing the extensive range of over 50 shades offered by the foundation. At its core, the #MyShadeMyStory campaign champions the belief that each of us possesses a remarkable and distinctive narrative. Stories that exude confidence, courage, or inspiration, a reflection of the profound impact that the availability of different shades can have. It stands as a powerful testament to the brand’s celebration of diversity and the inherent beauty of every individual since its very inception.

Why do you think this campaign is relevant now more than ever?

The relevance of the #MyShadeMyStory campaign in today’s landscape cannot be overstated. Now more than ever, there is a growing recognition of the need for diversity and representation in all aspects of life, including the beauty industry. The brand’s extensive range of products, catering to different skin types, ages, and tones, exemplifies its dedication to ensuring that every individual can find products that meet their unique needs. By prominently featuring models of various races, ages, and sizes in their campaigns, Estée Lauder has not only redefined beauty standards but has also inspired other industry players to follow suit.

Prasenjit used 5W1.5 Cinnamon for himself. Are more men wearing make-up these days? “Absolutely! The beauty landscape is witnessing a significant rise in men confidently embracing make-up as a form of self-expression. This progressive shift reflects a changing societal perception and a greater acceptance of diverse beauty practices,” he said. He found the campaign to be “ incredible”. “The campaign successfully captures authenticity while being so relatable to the Indian audience,” he said. We might have made a bit of progress when it comes to colour bias in the beauty industry, due to wider exposure and acceptance, but what more needs to be done to evolve further? “Bias of any nature is a persistent part of any culture. Be it a colour bias, culture bias or even religious bias. It can only change when the perspective of people changes and aligns with a more liberal thought process. Confidence and self-belief are the only way forward to have a more contemporary stance,” said Prasenjit. Do brides still tell him to make them look fairer? “There are a few requests that I get but the requests have gone down in number. As for the requests that I get, they are more from the near and dear ones of the brides,” he said. His message for all the women was to “embrace your unique story”. “ Celebrate yourself and your individuality every single day. Let your light shine, and together, as women, let’s uplift and empower one another to create a world where every woman’s voice is valued and celebrated,” he signed off.

I started using make-up five to six years ago. As Indians, we have a complicated skin tone and finding the right shade and product (is tricky). Even today when I travel, myskin tone keeps changing and to find that one that fits right is a big challenge. Your foundation is not what you want it to look like. It has to complement who you already are. It’s great to see the range they have now. It’s great that I could be a part of a campaign that is inclusive and understands and accepts that beauty comes in many forms. Makeup is for the convenience of people and people don’t have to change for make-up. Make-up has to be there for people. I think being a part of a campaign that understands that, is great — Manushi Chhillar, the newest global brand ambassador for Estée Lauder, who is a part of the campaign

I started using make-up five to six years ago. As Indians, we have a complicated skin tone and finding the right shade and product (is tricky). Even today when I travel, myskin tone keeps changing and to find that one that fits right is a big challenge. Your foundation is not what you want it to look like. It has to complement who you already are. It’s great to see the range they have now. It’s great that I could be a part of a campaign that is inclusive and understands and accepts that beauty comes in many forms. Makeup is for the convenience of people and people don’t have to change for make-up. Make-up has to be there for people. I think being a part of a campaign that understands that, is great — Manushi Chhillar, the newest global brand ambassador for Estée Lauder, who is a part of the campaign

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