Challenging Perceptions: My Face, My Rules

You are powerful, you are individual, you are unique… And Sleek makeUP is here to let you know that.

With one of the first contour kits and matte lipsticks on the market, Sleek MakeUP have often been one step ahead in the cosmetic industry. It is unsurprising, then, that Sleek MakeUP have launched a campaign that looks to brush aside, quite literally, one of the biggest challenges facing the industry today: the lack of diversity. In their commanding new video, Sleek MakeUP demonstrate that their make-up is designed for anyone and everyone – men included – and should be used to empower your individuality and amplify your self-confidence.

As a man, I find it difficult to relate to cosmetic or make-up brands, due solely on the fact that I do not wear make-up myself. In truth, I’ve never really understood the need for make-up. I could never understand why someone would be willing spend so much money and time on make-up products just for it to be wiped off at the end of the day. I have also found the cosmetic industry to be boring and stagnant, as it only showcased one type of woman and therefore, only one ideal of beauty.

I don’t believe you can blame me though. I mean, why would I care about the different consistencies of foundation? Or about the make-up brand that Beyonce was wearing that one time at the VMAs? I wouldn’t. That’s why Sleek MakeUP has surprised me so greatly. By including women of colour, Muslim women and even men, Sleek MakeUP have done something different, exciting and innovative. They have created a buzz around make-up products by showcasing different people, not products. In fact, this is one of the campaigns biggest appeals. The campaign features a range of self-confident, powerful human beings who are passionate about make-up and their artistry. It is difficult not to admire a young man who confidently wears make up, strutting proudly down the street. I think that these are the kinds of people we need represented, as it inspires something within oneself.

Now, that is not to say that I’m going to head down to my local Boots, buy a stack of make-up products, unleash my inner diva and become a drag queen myself, but I don’t think that is the point. What is has done, is made me think. It has made me feel something new towards cosmetics, and specifically Sleek MakeUP. I don’t associate the words boring or predictable with Sleek MakeUP, I think more appropriate words would be: dynamic, refreshing or exciting. From a marketing perspective, this is very important. Marketers are always looking for ways to increase engagement and awareness in order to help meet business objectives. I can’t help but think, given my own experience, that evoking an emotion is one of the best ways to do this. One of the frustrations I have with marketing is that marketers are often only concerned with pushing products in the hopes that someone buys. This approach isn’t good enough anymore. Consumers, like myself, want stories, we want people with passions, we want delight – and I can’t enjoy something I don’t care about.

In short, I think Sleek MakeUP have taken a step in the right direction. Regardless of how I feel about make-up, it is important to remember that there are a range of individuals out there who hold make-up in high regard. These are individuals who want to be represented and who want a voice. This campaign had a profound effect on me, a white man uninterested in make-up, so I can only imagine its significance for those who demanded representation, and got it.

Watch the advert, below:


Lee is a digital marketing intern at Fox Socks Limited. As smart and he is smiley, Lee is a big foodie with a passion for eating out. When he isn't busy applying his marketing prowess at Fox Socks, Lee spends his time studying for his masters, participating in outdoor sports, and being a social (media) butterfly @EmployMEketer