Sephora Canada Launches Stunning Diwali Campaign

It’s the retailer’s first-ever campaign celebrating the Indian festival of lights.

It’s the retailer’s first-ever campaign celebrating the Indian festival of lights.

sephora diwali campaign

(Photo: Courtesy of Sephora Canada)

by Madelyn Chung
November 10, 2020

Sephora Canada is continuing with its commitment to diversity and inclusion with the launch of its first-ever Diwali campaign.

Starring Canadian influencers Ankita Bhardwaj and Thanuska Subramaniam, along with Sephora Canada Beauty Advisor Neru Yasokumar, the campaign celebrating the Indian Festival of Lights is part of the beauty retailer’s “We Belong to Something Beautiful” brand campaign. According to Sephora, the Belong campaign strives to create a space where diversity is celebrated, self-expression is honoured and all Canadians feel a sense of belonging.

Ankita, Thanuska and Neru worked with Sephora to create three distinct Diwali-inspired looks using some of their favourite products sold at the retailer. For Ankita, she looked to her mother for inspiration, while Neru wanted to embrace the concept of light.

“My biggest inspiration has always been my mom. My style has always been inspired by her sense of fashion,” Ankita tells The RepresentASIAN Project. “I grew up watching my mom wear bright red lipstick and a bold liner every Diwali. So when I first started wearing makeup, my Diwali look consisted of a bright red lipstick, a thick winged liner and a shimmery gold shadow to represent the ‘Festival of Lights’!”

“To me, [the concept of Diwali] means a natural glow — light at the end of a tunnel — a look to truly bring out your inner light,” Neru tells The RepresentASIAN Project of her look.

Both Ankita and Neru say they recognize the importance of being part of national campaign that represents their culture.

“It’s truly amazing,” says Neru. “Growing up, I rarely saw people that looked like me in campaigns and always longed to look similar to somebody featured in a billboard or campaign video. Now that I am featured in Sephora’s first-ever Diwali campaign, I am honored to represent the Thamil Hindus and South Asian women that live here in Canada through Sephora’s Diwali campaign and hope to inspire those like me.”

Ankita echoed those sentiments.

“Having gone to a high school where I was one of the few South Asians and people of colour, I knew how important it was to embrace where I came from,” explains Ankita. “Since my teenage years, I’ve been on a beautiful journey to connect with my cultural roots and be proud of my identity.”

She continued, “The Sephora Canada Diwali Campaign is so important because it represents a celebration of inclusivity and diversity. South Asians are often so underrepresented in the media, and especially in the beauty/fashion industry. It’s vital for young girls to grow up seeing faces that look like theirs. It’s important for them to feel inspired, appreciated and motivated, and in turn achieve greater things in the future.”

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