Born this Way - Lux | Clapboard Ad Archive

Born this Way is a 2021 campaign from Lux and Wunderman Thompson South Africa that situates the beauty brand firmly within Unilever’s global Positive Beauty vision by advocating for an inclusive and equitable definition of beauty that transcends societal judgments and celebrates authentic self-acceptance. At the campaign’s core is Olympic champion Caster Semenya, whose public battle against discriminatory World Athletics regulations—mandating hormone-suppressing treatments due to her hyperandrogenism—serves as a compelling real-world narrative through which Lux channels its brand voice to champion dignity, resilience, and individual strength. By aligning with Semenya’s story, Lux rejects narrow beauty ideals and institutionalized gender biases, positioning the campaign as a bold act of brand activism that leverages FORMAT#8—Ongoing Characters or Celebrities—to build a meaningful association between its identity and Semenya’s fight for justice and equality. This strategic choice transforms Semenya from mere spokesperson to emblematic figurehead, enabling Lux to embody a powerful cultural moment within South Africa’s socio-political landscape, where the national Parliament has officially condemned the World Athletics ruling as a human rights violation and committed to supporting her cause. The campaign’s digital amplification via #IStandWithCaster and #MyBeautyMyStrength mobilizes a socially conscious audience toward collective action, including petition signing, thereby expanding Lux’s reach beyond product messaging into the realm of social impact and empowerment. Lux’s messaging insists that no woman should be stripped of her identity or judged for innate traits, which ties directly into its broader Positive Beauty framework that values diversity and self-defined strength. Clapboard rates this campaign 73/100. This campaign matters to the industry because it demonstrates how beauty brands can authentically integrate brand purpose with real-world social justice issues to deepen consumer trust and differentiate themselves in a competitive market while fostering meaningful cultural conversations.