Beauty giant L’Oréal Paris Brazil has joined forces with creative agency WMcCann Rio to create a video that celebrates transgender women, launched on International Women’s Day.

The video features a woman who narrates while she loves being a woman, while sitting in front a dressing room mirror. As it talks about why International Women’s Day is important for gaining respect, she reveals that she is celebrating her first Women’s Day as a transgender woman.

Viviane Pepe, Creative Director, WMcCann Rio, says, “We want to share the message of feminine pride everywhere, showing that a woman´s identity goes way beyond gender.”

And with the acceptance of transgender men and woman opening new doors for what was once a minority, L’Oréal Paris is targeting an audience that will no doubt become bolder in their cosmetic purchases.