Nykaa and acid-attack survivor Laxmi Agarwal join hands for #WhatMakesYouBeautiful

 In the ad, Nykaa and Laxmi challenge the beauty standards women have grown accustomed to all their lives

e4m by exchange4media Staff
Updated: Jan 13, 2020 4:17 PM  | 2 min read



Nykaa has created a campaign called #WhatMakesYouBeautiful starring acid attack survivor and activist Laxmi Agarwal. Agarwal and her efforts over the years have actually helped restrict the casual sale of acid in the country and has made the prosecution of acid attack cases easier to pursue. Nykaa found in Laxmi a powerful voice for the message they wanted to convey.

 Nykaa has often focused on differential messaging through pivotal story-telling as a brand awareness initiative. From campaigns like Qaid with Blush #MyRakshaSquad and  #InItTogether.  Nykaa has made its presence felt as a brand with a stand-out identity in the e-comm and retail space. With a film like #WhatMakesYouBeautiful, Nykaa's aim is to grow stronger and louder as the voice for beauty in India and to be a voice that matters and resonates with people across the country. Many more powerful campaigns are in the pipeline for Nykaa TV - so don't stop watching.

 In the film with a surprise twist, Nykaa challenges the beauty standards women have grown accustomed to all their lives. The physical expectations that come with the beauty standards we are used to, are sometimes exhausting. Women often end up feeling terrible about themselves, surrounded by a world of filters and social media perfection they could never live up to.

 But things are changing. In a world where beauty is finally becoming fluid and subjective, Nykaa takes a stand, urging women everywhere to be their own kind of beautiful. Watch Laxmi Agarwal and Nykaa challenge the perceptions of beauty that women have been living with for centuries - and teach all of us #WhatMakesYouBeautiful.  

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