Priyanka Chopra has always been one of those celebrities who have used her fame to change things for good and spread awareness about issues that are usually just an afterthought. Her entry in the entertainment industry in the West was breakthrough, and all of us were beaming with pride and joy for Priyanka’s international acclaim, she was just starting to realise the tip of the iceberg of her problems – being typecast for her skin colour, which is when she actively started being working towards inclusion in the entertainment industry.
Her partnership with global skincare brand, Obagi Medical for their campaign on diversity seemed like a natural progression. Priyanka shared this news with her fans on her social media platform. Obagi Medical and Priyanka Chopra’s brand new campaign, aptly named SKINCLUSION is an endeavour to encourage all to “see the beauty in all our differences.” The initiative also aims to open up a dialogue about unconscious biases, as well as support other diversity and inclusion initiatives. “I want to use this as a platform to be able to [further] advocate for the importance of—and celebration of—diversity,” she says when asked how she thinks the campaign could help.
Priyanka revealed that she resonated with the brand because of the importance it lays on skincare. “I’ve always been very specific about the kind of skincare I use because my skin is very dry and sensitive. But right after my honeymoon, I had a big breakout. That’s when I had a [dermatological] consult and Obagi was recommended to me,” she shares.
“First and foremost to me was the fact that skincare is really good. But that the brand is tested on every skin tone and made effective for every skin tone to me was Obagi celebrating diversity and not being afraid of it. So this campaign to me was just an amazingly organic marriage of the product, what the brand stands for and what the need of the hour is.”
That need, says Chopra, is representation.
“I feel the need for diversity everywhere. Representation is so important, and the conversation around that is something we need to keep magnifying so it doesn’t die down.”
Here’s the introductory video of the campaign.
Stay tuned for more updates.