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11th October 2017
06:12pm BST
"#IAmWhatIMakeUp celebrates your power to create who you are and discover who you want to be. ?We believe make up is a tool and a toy and we're here to play and slay all day, everyday."
Speaking about the relaunch, Senior VP Ukonwa Ojo said:
“In leading the relaunch, we started with the insight that people no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation. This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup."
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