Sephora - They / Ze / Xe - We Belong to Something Beautiful (2019) 1:40 (USA)

Sephora explains that this is their “Identify as We” campaign, which celebrates the transgender and non-binary community and "our long history in beauty together." In other words, they are expanding market share by shilling makeup to more people!
The ad features several prominent transgender models and LGBTQ activists, such as Hunter Schafer and Casil McArthur, who at some point start running around on the beach together. As well as Elite's first disabled transgender model, Aaron Philip, and a drag kid for good measure. (Not named in the release, is it Keegan who performs in drag as Kween KeeKee?)

It's all beautifully shot, and I'll never diss Queen Shirley Bassey, but it's also a quite obvious "expanding market" move that leaves me cold as brands available at Sephora are less exiting than they used to be.

Client: Sephora

Music: Shirley Bassey "My Life (La Vita)"

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Anonymous Adgrunt's picture
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AngelsAreEverywhere's picture

Does anyone know the name of the model in the blue glitter, as the lead image of the article shows? They look like an angel.

Stop this's picture

What the hell is Xe and Ze?