Skin in the game

Judging by the images of beauty reflected back to us by the media, those who are not quite white enough or young enough can begin to feel somewhat invisible. 

The We see you campaign, created by The Pharm @ WPP, features a film, directed by Leonn Ward through Black Dog Films, that shows a diverse group of real women with different skin types and concerns. Inspired by true-life scenarios, the vignettes feature women who are No7 consumers and non-professional actors.

The film addresses the shameful fact that in the UK, 56 per cent of those with non-white skin tones do not feel represented by the skincare industry. In the US, a shocking 63 per cent of women of colour feel there aren’t enough effective skincare products for them. 

Part of the launch of the brand's new Pure Retinol range of products, the campaign challenges the wider industry to become inclusive of all skin types. 

“Retinol is the gold standard ingredient in skincare but there are some misconceptions that it can’t be used on darker skin tones,” explains skin specialist and founder of Black Skin Directory Dija Ayodele. 

“All skin cells," Ayodele explains, "no matter the skin ethnicity or tone, have special receptors that work hand in hand with Retinol to activate and plump your collagen and elastin reserves as well as fade discolouration and smooth the texture of your skin. It’s exciting to see a brand like No7 leading the way in creating a Retinol that is available and accessible to everyone.”