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Cheekbone Beauty breaks campaign

Cosmetics company Cheekbone Beauty has released a 90-second online video called “Right the Story” intended to “reclaim the narrative surrounding Indigenous peoples in the media.” Developed by Sid Lee, the creative uses as its theme the shade of red used in the company’s Aki lipstick products. According to the company, the video was filmed in the Yukon by a 95% Indigenous crew and aims to “authentically represent a modern view of Indigenous life today.” The video will be accompanied by out-of-home advertising.

During the promotion, part of each sale at participating Sephora stores of a limited-edition release of the product, with special packaging, will be donated to organizations supporting Indigenous youth education.

“It has been a privilege to work with Cheekbone Beauty,” said Zemina Moosa, head of account services at Sid Lee. “Through our partnership, we were awakened to the imminent need for authentic representations of Indigenous peoples in the media. It's been an honour to listen to each story and bring Cheekbone's powerful message to the mainstream. What's even more important to us is that this campaign does not end when the media runs out. Our mission to ‘Right the Story’ is only made possible when we continue to amplify Indigenous voices together.”

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