Sephora releases Indigenous Beauty video
By Rob Bale
Beauty products company Sephora Canada has released a video to coincide with Indigenous People’s Day on June 21. The documentary-style video presents a roundtable discussion on Indigenous beauty and representation that was held at the Native Women’s Association of Canada Resiliency Lodge in Chelsea, QC this spring. It features nine participants describing their experiences with “identity, representation and the importance of fostering and championing more inclusive beauty standards.” The video is running on the brand’s YouTube channel, supported by social media content on Instagram and Facebook. In addition, during June, members of the company’s Beauty Insiders loyalty program can redeem their points for donations of various sizes to the Native Women’s Association of Canada. The video was developed in collaboration with Makers Production. Media work is being conducted by S1, with public relations by Middle Child.