Changing the definitions of beauty

Culture Machine’s lifestyle channel ‘Blush’ along with ‘Dove’ continues to challenge the notion of ‘ideal beauty’ with their campaign #ChangeTheRhyme. In this regard, their latest video ‘Is that You?’ compels the audience to question the singular beauty ideal.

Team Blush has taken the perfect example of sports women in India to break the rules of beauty. They stand as an inspiration to all women who aspire to go against all odds and pursue their dreams. These charismatic individuals have proved that hard work coupled with a vision is the only makeup a woman requires to stand tall with confidence.

A statement released by ‘Blush’, said, “Every woman is a hero who needs to unleash her inner fighter to win over the world. Through this video, we aspire to break up the monopoly that ‘light’ skin, ‘coloured’ eyes, ‘lustrous’ hair etc. are supposed to have over our sense of value.

In multiple cultures, dark skin for instance, is constructed as beauty’s arch-nemesis, something that must be repressed and stunted at all costs. What’s disturbing is, all of these adjectives have been ingrained in our minds since childhood with the nursery rhymes we are taught in schools. This video was created because it is high time our society realised their faults in defining a woman’s standards.”