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
Can you please take us through the #MyShadeMyStory campaign?
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