In a time when mainstream beauty ads for foundation tend to put forth an image of hyper-perfect skin, CoverGirl has called on a woman suffering from this disease for the first time, a condition that causes skin to lose pigment cells (AKA melanocytes). A syndrome that Canadian model Winnie Harlow also suffers from, who has already participated extensively in raising awareness of it.
In the video, she is seen putting on her foundation and covering some of the spots on her face. « Why try to blend in when you can choose how to stand out, » says the model in the video ad for the brand’s TruBlend Liquid Makeup.
Asked by People, Amy Deanna says she is very proud to participate in this new campaign. “Vitiligo awareness is something that is very important to me, » the model says about her campaign. « Being given a platform to do so means so much. At the end of the day I am just like everyone else, I just happen to have spots. It’s a part of my identity, but it doesn’t define who I am. For there to be so many of us and so little representation, it’s truly disheartening. I work with CoverGirl; I’m a black woman; I have vitiligo. That is empowering.”
In the United States, the cosmetics brand is known for its policy in terms of diversity. In 2016, CoverGirl selected a woman wearing a hijab, the beauty blogger Nura Afia, and a boy, Youtuber James Charles, for the launch of their new mascaras.