"You Can Wake Up and Be as You Are" — Model Gemma Cowling on Why You Define You
One of the most powerful things about beauty products is the tools they provide to allow us to not only transform, but express who we are, how we feel, and how we define ourselves. Then at the end of the day, we can wash off the products, brush out our hair and start afresh. Giving us the power to define, or redefine who we are, every single day. It's a flexible, accessible and incredibly powerful way for all of us to express individuality to the world.
This is exactly the premise that Toni and Guy's latest campaign is 'You Define You' is built upon. The idea that you can be empowered and have access to tools that allow you to define yourself. Toni and Guy created this campaign based off research that indicated the millennial generation are "shunning the labels and stereotypical box" society puts them in. The brand wants to support the notion that your desire to be whoever you want to be is vitally important, and shouldn't feel out of reach. It wants you to be able to use its products as tools to activate this expression, no matter how "many, ever-changing, versions of you" there might be.
Appropriately to front such a powerful campaign, Toni and Guy has recruited local model Gemma Cowling, who at only 20 years old (and fresh to the catwalks) has already helped to shape the fashion and beauty world, taking every opportunity in her stride.
Below we spoke to Gemma, about why the 'You Define You' campaign spoke to her, and the freedom that comes from not letting anyone else define you.