Seventeen Cosmetics | Rebrand Research - Activism, Equality and Feminism (Our brand ambassadors) |

Following on from our last post in which we told you who had chosen as our Cosmético celebrity representatives, we thought we'd delve a little deeper and talk about activism, equality and feminism!

Our brand ethos is constructed on the idea of equality in all of its existing forms. We chose our brand ambassadors based on the fact that they have spoken out against societal injustice publicly. Stenberg, Gomez and Williams are avid spokeswomen and because of this factor, 

‘we need to reflect, then, on whether the cultural industries are providing diversity in ways that might enhance culture, society and democracy’ 

(Hesmondhalgh, 2013, pg 371).

Furthermore, Hesmondhalgh’s stance is validated by the fact that Stenberg, for example, confronted reality TV star Kylie Jenner via the social media outlet, Instagram, for allegedly appropriating African-American culture, which highlights how powerful and influential Stenberg is – hence why we chose her as one of the three candidates. 

This is supported by John Howkins theorem that with the growth of social media comes the ability to speak to a global audience.

 ‘The spread of network technology makes it easier for people in one place to talk to others anywhere in the world, which increases diversity’ 

(Howkins, 2007, pg 214).

Moreover, Stenberg utilities the medium of global connectivity to rule out injustice. Both Howkins and Hesmondhalgh’s ideologies echoed what we wanted to achieve by including brand ambassadors (such as Stenberg) to promote diversity and issues of social injustice via social media and television in order to make our brand have a universal appeal as well as an ethical one too.

Maisie Williams on feminism...

Amandla Stenberg on feminism...

Selena Gomez on feminism...

...YorMedia
Catherine