There’s no denying that social media is getting a pretty bad rep when it comes to body image and false beauty ideals. And rightly so. It just takes a quick scroll to see the full (and scarily real) effects of face filters and body-altering apps. But Benefit Middle East is using its influence to spark (no pun intended) a change. Enter: the “Your Spark” initiative, which aims to provide a safe and supportive space for women and girls in the Middle East to discuss their bodies, beauty and self-care in an open and honest way. With a whopping following of over 4.25 million fans across TikTok, Instagram and YouTube, the beauty brand is gearing up to unveil a truly groundbreaking social media endeavour. And it’s about time.
Over the past five years, Benefit Middle East has masterfully cultivated a dynamic rapport with its predominantly young female audience through captivating live sessions. These interactive platforms have provided a safe haven for the brand’s community, where women could freely discuss diverse topics such as body positivity and teenage experiences beyond the realm of beauty and makeup.
“I’m deeply passionate about empowering Arab women to break stigmas, embrace their power and amplify their voices,” explains visual artist Adra Kandil, who has collaborated with Benefit for the campaign. “Telling these stories for women, by women, is especially important in our region. Translating them visually and using our mother tongue holds immense power to make a lasting impact, particularly in our digitally interconnected society. Visual storytelling bridges gaps and communicates universal emotions, allowing women to connect on a profound, collective level.” The initiative is part of Benefit Cosmetics Middle East’s commitment to promoting positive body image and self-acceptance. The brand has a long history of supporting women and girls, and it is excited to launch this new initiative to help them reach their full potential.
The campaign will revolve around three central themes: unfiltered self-love, body and skin positivity, and normalising female body conversations. The initiative will feature a variety of content, including live Q&As with experts, articles and videos. Benefit Cosmetics Middle East will also partner with local creators and artists to share their stories and perspectives. Collaborating with esteemed local creators and artists, including @thisismotherbeing, @dear.nostalgia, @artopathic, @nouraneowais and @mnawrah, “Your Spark” promises to ignite a profound transformation in the realm of social media conversations, uplifting voices and empowering minds.
