Instead of choosing a model or celebrity for its latest campaign, No 7 has bucked with tradition and picked writer Chimamanda Ngozi Adiche as its new face.
Not familiar with the name? Adiche is an award winning author, public speaker and all-round feminist icon. Well known for her novels Half of a Yellow Sun and Americana, Adiche’s TED Talk We Are All Feminists has garnered more than 11 million views and was even sampled by Beyonce on Flawless – if you haven’t seen it we suggest you do right away.
A vocal beauty enthusiast, Adiche was a natural choice for the READY to Speak Up campaign. An initiative which marks a new direction for the Boots-owned brand, and aims to create a dialogue surrounding why women wear makeup and promote a positive beauty philosophy.
‘I love make-up, and its wonderful possibilities for temporary transformation. And I also love my face after I wash it all off. There is something exquisitely enjoyable about seeing yourself with a self-made new look. And for me that look is deeply personal. It isn’t about what is in fashion or what the rules are supposed to be. It’s about what I like. What makes me want to smile when I look in the mirror. What makes me feel slightly better on a dull day. What makes me comfortable,” Adiche said.
The campaign launches on Friday, and we can’t wait to see what’s in store.