THE WHAT? Beauty giant Coty has launched its new campaign #UndefineBeauty, which is said to recognize that the current English language definitions of the term ‘beauty’ are ‘outdated and no longer reflect the values of today’s society.’

THE DETAILS The campaign specifically focuses on the fact that the examples cited under the current entries for ‘beauty’ across the leading English dictionaries are both ‘limiting and exclusive.’

COTY CEO Sue Y. Nabi has written an open letter to the major Dictionary houses, co-signed by the Company’s Executive Committee and Senior Leadership Team, highlighting the outdated nature of their definitions, and their need for review.

THE WHY? The #UndefineBeauty campaign is a clear call from Coty to embrace diversity in all its forms, encouraging the industry to delve deeper into the identity of their consumer.