As SEPHORA Canada continues to champion diversity and inclusion, they announce the first-ever Diwali campaign from the retailer, in advance of the Diwali festival of lights in November. The campaign is the latest iteration of SEPHORA Canada’s We Belong To Something Beautiful 2019 brand campaign. Through Belong, SEPHORA Canada strives to create a space where diversity is celebrated, self-expression is honoured and all Canadians feel a sense of belonging. Neru Yasokumar, a SEPHORA Canadian beauty advisor who celebrates Diwali, shares what this campaign means to her, her personal connection to Diwali, how to get the look, and what the We Belong To Something Beautiful campaign shows us what’s next in the beauty industry.
- How long have you been working on this campaign?
I was able to work on this campaign for the last two months with Sephora Canada
2. What does Diwali mean to you? How will you celebrate Diwali this year?
Diwali reminds me time and time again there is always light at the end of the tunnel, there will always be some light in any darkness. It encourages me to not give up and to always continue to move forward.
My family and I celebrate Diwali by dressing up in new cultural attire, heading to the temple to pray and coming back home to have food together. We also make sure we light a lamp and candles in our home because our home is also our temple. This year it is going to be different, we will still dress up but will be celebrating in our home staying safe.
3. What does being a part of this campaign mean to you?
I never in a million years thought I would be a part of any campaign, let alone with Sephora! Growing up I always wished there would be more people that looked like me in campaigns and featured on posters. I am so honored to represent the Thamil Hindus in Canada and to also be a part of the representation of South Asian Woman in this campaign with Sephora Canada.
I started shopping at Sephora over 10 years ago, and back then I wished I would one day work with them. Fast forward 7 years, I started working at Bramalea City Center and 4 years later I am in this beautiful campaign. I am proud to be who I am and I am so proud to have Sephora Canada celebrate Diwali this year.
4. How can we “get the look?”
This year for me the look is all about that natural glow, we want that simple sweet “no makeup makeup” look. This look is very easy to achieve, and you can shop all the products on the Sephora App or on the website under “Celebrate Diwali with us” page.
5. Have you seen traditional Diwali looks incorporated or inspiring looks you’ve done or created as a makeup artist?
The concept of Diwali is the festival of lights, and that glow is what I always incorporate in all my looks with both my clients and myself. I want each person to feel and look their best no matter what their occasion is and bring out their inner light. I love working with bright, beautiful colours and bold lips, whilst ensuring the client’s features pop.
As a Bharathanatyam Dancer & Teacher of the Divine Art, Liner defines the eyes and helps highlight your expressions while dancing, which is why I always swear by it for myself.
6. What does this show us what to expect from the beauty industry moving forward?
Love the skin you are in, be confident and be proud of your culture and the celebrations that come with it! The beauty industry is taking a huge step forward by celebrating with us and accepting ALL cultures and ALL celebrations. I expect more beauty companies to celebrate Diwali with us next year! I also hope the beauty industry can showcase someone for every race and ethnicity. I would love for everyone to have someone they can connect with and spread more love, more confidence. Let’s enjoy all of our celebrations together!
7. What are the top Sephora products to get the look?