Chimamanda Adichie in first print ad for No7

Chimamanda Adichie

Not many leading international beauty brands would risk making one the world’s most famous feminist the face of its beauty range.

But, this was exactly what the popular UK and Ireland pharmacy chain, Boots, did when it announced the award-winning author, Chimamanda Adichie, as the face of its No7 beauty range on last week.

The news may not come as a surprise to some who are aware of Adichie’s love for make-up and fashion.

The official images of the advert campaign have been released and the writer looks stunning and almost unrecognizable. The No7 premium beauty range, comprises of anti-ageing serums, make-up and skin care products.

According to a statement published on the Boots website, Adichie is quoted as saying that make-up has the added benefit of making her walk a little taller.

“I believe women should be free to express themselves and their femininity. Wearing make-up, or not, has no bearing on who you are or what you have to say. But it can have a bearing on how you feel. It certainly affects how I feel. Make-up doesn’t diminish my voice; it enhances it. It helps me feel amazing, it helps me feel like the best version of me,” she said.

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“I love make-up, and its wonderful possibilities for temporary transformation. And I also love my face after I wash it all off. There is something exquisitely enjoyable about seeing yourself with a self-made new look. And for me that look is deeply personal. It isn’t about what is in fashion or what the rules are supposed to be. It’s about what I like. What makes me want to smile when I look in the mirror and what makes me feel slightly better on a dull day.”

Defending the decision to make Adichie its brand ambassador, the brand says, “When she was younger, she battled with the idea that she wouldn’t be taken seriously in a man’s world if she loved lipstick or eyeliner.

“As she grew, she realised she had no need to hide who she was. She is now a vocal advocate of how beauty is part of her feminine identity and how she uses make-up to show up how she wants to. She is passionate about colour cosmetics, and has spoken openly about her love of beauty and make-up.”

One of Nigeria’s great literary exports, Adichie’s TED talks have received millions of views across the world. She has three critically acclaimed novels under her belt and just days ago, she contributed a “thank-you note” to U.S. First Lady Michelle Obama for The New York Times Magazine cover feature.


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