Sally Hansen Video Campaign Features Women in Power and Promotes Self-Made Beauty
Coty brand, Sally Hansen, is launching its first ever global brand campaign with the debut of Shetopia, a vision of the world made by and for Self-Made Women. The short film spotlights real-life, self-made women who, in the face of adversity, choose to prevail. The campaign’s cheeky, yet unapologetic visual interpretation of a female-driven reality encapsulates the progressive views of Sally Hansen, herself, an original self-made woman. Her shrewd business sense and success was matched by her iconic style – demonstrating the power of beauty to inspire and enable women to be their best selves. Now, sixty years later, Shetopia champions self-made women like Sally, from entrepreneurs and activists to young mothers and athletes.
In effort to provoke conversation about the power of self-made women who are doing, and will continue to do incredible things to positively influence the world, Shetopia showcases a world in which gender norms cease to exist. Each sequence recreates an example of societal prejudice or common stereotype experienced by women. Gender roles are reversed as men fight for equal pay in the workplace and paternity leave, while older women date younger men and female athletes play on one team alongside men.
Shetopia, which was produced, directed and shot by a nearly all-female crew, features 9 uniquely driven, self-made women who contributed their own real-life experiences to the project. Jessica Haggett, founder of an all-female motorcycle group is one of the featured influencers in Shetopia. She has grown her group to be the largest in the world, spanning across 19 countries and 150 cities. “Getting out of your comfort zone and taking a chance is important. If it doesn’t work out then so what you are just back in the same place you were before!” said Haggett.
Shetopia was directed by award-winning commercial and music video director, Natalie Rae. “There’s something that ties all of these women together. They bring this sense of confidence and collectivity – a sense of freedom. As a filmmaker, I work in a space that’s very male-dominated, which can affect the process but not my vision,” said Rae. Natalie is committed to telling empowering stories that may bring tears or laughter, but always encourage the human spirit.
The music for the campaign was written by self-made woman, singer songwriter Diana Gordon, who is known for her feminist lyrics and work with Beyoncé on the Lemonade album. Diana’s track ‘Woman’, is featured throughout the campaign.
While some of the stories in Shetopia highlights many women are already doing—for example running a press conference, leading a business, and paying the check—the campaign emphasizes there is still progress to be made.
