“Minha Idade Nao Me Defines”, released with a video by actress Andréa Beltrão, seeks to recognize beauty in all ages and break with prejudice
Natura Chronos is leading a movement against prejudice and discrimination based on people’s age. #MinhaIdadeNaoMeDefine, launched with a video by actress Andréa Beltrão, seeks to recognize beauty at all ages and break with the “but”, almost always used when one intends to “praise” a person with more years of life.
“The “but” carries a big prejudice, even if the intention is good – it ends up not becoming a compliment. I’m 58 years old and I’m doing great. I am 58 years old and I am full of energy. I feel wonderful, without any “but”, says the actress in the video posted on the brand’s page. Content topped the average engagement on Instagram Reels by 7.5 times this year.
The action, created in partnership with the Africa agency, will be reinforced with the participation of other influencers such as Silvia Ruiz, Quarentamos, Marina Dias, Wladia Goes and Patricia Pontalti. The brand is also inviting followers to join in and tell their stories.
“The beauty industry as a whole perpetuates the absurd notion that time is the enemy of a woman’s beauty and femininity. We are against this mental and emotional manipulation of women, a source of anguish and an attack on self-esteem. We believe that beauty is a legitimate yearning of every human being and must be lived free of stereotypes and manipulations”, explains Maria Paula Fonseca, global director of Natura.
