Love yourself but don’t be vain; Be fierce, and be gentle; Be ambitious but be realistic— these are some of the contradictory messages that women are constantly being bombarded with. And God forbid you don’t meet these impossible-to-achieve societal expectations, which seem deliberately made up to make sure that we fail. It’s hard enough to find oneself without all the extra noise, and that’s why Mac Cosmetics has decided to challenge these unrealistic notions with its latest regional campaign, aptly titled Me As I Am, unleashed on March 8.
Coinciding with International Women’s Day, the one-minute-long clip follows four trailblazing Saudi females who are defying stereotypes and embracing authenticity, curve model and TV presenter Ghalia Amin, influencers Abeer Sinder and Nirvana Abdul, and e-gamer Meshael Mr, on a journey through Jeddah’s historical Al Balad district as they navigate these conflicting messages, opinions, and comments that women often face.
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Inclusivity and women empowerment has always been at the heart of the Canadian cosmetics company, which has been celebrating individuality and self-expression since it was founded in 1984, and the new campaign is no different.
“To be included in this campaign is a dream come true for me,” said Amin, who is a staunch advocate for body positivity. “Shooting in Jeddah, my city, was so beautiful and surreal. The historical authenticity of the Al Balad area really compliments the values of authenticity being communicated in the shoot. I strongly believe that self-expression is at the heart of finding happiness,” she added.
“Being you is so liberating…it’s the ultimate freedom and empowerment,” said Abdul, echoing on her statement. “This campaign represents that as women we do not need to comply to expectations of how to look, feel, and be.”
