«Breaking News» Woman who lost her leg to meningitis stars in Boots campaign

A makeup-loving male dancer and a meningitis survivor join the line-up of models in a bold new campaign for Boots.

The pharmacy giant has unveiled its latest beauty campaign, designed to celebrate how makeup and cosmetics make women feel, rather than how they look.

The accompanying video and photo shoot focuses on 'real people' and their body language, only revealing their faces in the final moments before the screen fades to black.

It has already won the approval of shoppers up and down the country, with customers declaring the advert is 'spot on'. 

One wrote: 'Let's give @BootsUK the clap it deserves for their new advent featuring a queer man of colour, a woman with a disability and such diversity.' 

Boots has unveiled its new 'faceless' beauty campaign, designed to celebrate how makeup and cosmetics make customers feel rather than how they look. Left to right: Dani Cey, Gilda Waugh, Michelle Bonnick Roberts, Kathleen Hawkins, Busola Peters, Em Ford

Twitter user Charleigh added: 'So here for the Boots advert with amputees, people of different races, men in makeup and different body types on it. More of this pls.' 

For the 'It's How It Makes You Feel' campaign, the high street chain partnered with a range of people from all walks of life including a Boots employee, a double leg amputee and a beauty blogger. 

Blogger Em Ford was chosen for the campaign due to her passion for makeup and understanding of the difficulties women face every day trying to make themselves feel better, Boots said. 

Her video entitled 'You Look Disgusting' detailed the hurtful comments she received about her skin when not using makeup to cover her acne.

Em shared her story with the world with an ambition to empower women to feel confident in their own skin, and the video has since clocked up 28 million views.  

Praise: Boots' new advert already won the approval of shoppers up and down the country, with customers declaring the advert is 'spot on' in a series of gushing social media posts

 The accompanying video and photo shoot focuses on 'real people' and their body language, only revealing their faces right at the end

Another shot sees two women dancing, though their faces are out of shot. The woman on the left is later revealed as Kathleen Hawkins, a contemporary dancer. She lost both her legs to meningitis, but still continues to dance

Speaking about the campaign, she said: 'My favourite make up item is a high coverage concealer. 

'I have such an emotional connection to concealer because when I developed adult acne, it felt like all the power and any control I had over my face was stripped away from me.

'The moment I found the right concealer, I started to regain control, because then it was up to me how I wanted to look and how I wanted to feel that day. Finding the right concealer gave me that power back.'  

The video teases the legs of an unknown man who is at the end unveiled as Busola, a dancer on the club scene. He doesn't always wear make-up, but says that sometimes when he's performing it can help him to portray a different character

A person rollerskating is later seen  to be Dani Cey, a customer who represents a new, younger demographic for Boots. She likes the ability to change her make up to fit around her active lifestyle

For the 'It's How It Makes You Feel' campaign, the high street chain partnered with a range of people from all walks of life including a Boots employee, a double leg amputee and a beauty blogger

The group are seen dancing together in the short video, with clips teasing the upbeat way they are feeling

Sharing their new campaign to Twitter, impressed users quickly flooded the thread with comments.

Praising the concept, one user wrote: 'Awesome advert. Well done Boots you got it spot on love it', adding a heart emoji.

Another wrote: 'Loving the new advert. Played it about 4 times now. Very clever. Made me smile.'

'Love this ad', one follower added, while another agreed, tweeting: 'Just seen this advert! Awesome! Well done Boots! Love it!'

Who are the cast for Boots' new beauty campaign? 

Em Ford, beauty influencer

Em is a vlogger, with a large follower base for her make up tutorials. She developed adult acne and made a film about the comments she got on how she looked, attracting millions of views. She talks about how make up and skincare lets her decide how to look and feel.

Michelle Bonnick Roberts, Boots No 7employee 

Michelle is a Boots No 7 advisor. She loves putting on bright red lipstick to feel fierce, and has seen first-hand the effects that make up can have on how someone feels.

Busola Peters, dancer

Busola is a dancer on the club scene. He doesn't always wear make-up, but says that sometimes when he's performing it can help him to portray a different character.

Kathleen Hawkins, dancer

Kathleen is a contemporary dancer. She lost both her legs to meningitis, but still continues to dance.

She says that after her operation, even in hospital putting make up on helped her to start feeling like herself again.

Gilda Waugh, customer

Gilda represents our classic Boots customer. She uses make up to make herself feel more glamourous – and still loves to dance!

Dani Cey, customer

Dani represents a new, younger demographic for Boots. She likes the ability to change her make up to fit around her active lifestyle

Link article

https://hienalouca.com/2018/09/11/woman-who-lost-her-leg-to-meningitis-stars-in-boots-campaign/
Main photo article A makeup-loving male dancer and a meningitis survivor join the line-up of models in a bold new campaign for Boots.
The pharmacy giant has unveiled its latest beauty campaign, designed to celebrate how makeup and cosmetics make women feel, rather than how they look.
The accompanying video and...

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Emily Ratajkowski is a showman, on and off the stage. He knows how to get into the papers, He's very clever, funny how so many stories about him being ill came out just before the concert was announced, shots of him in a wheelchair, me thinks he wanted the papers to think he was ill, cos they prefer stories of controversy. Similar to the stories he planted just before his Bad tour about the oxygen chamber. Worked a treat lol. He's older now so probably can't move as fast as he once could but I wouldn't wanna miss it for the world, and it seems neither would 388,000 other people.

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