The star of the films "Arrhythmia" and "Transfiguration" starred in an advertising campaign for the Swedish brand and defied self-criticism.
In early October, a new Oriflame advertising campaign was launched, featuring actress Irina Gorbacheva. The project was named "Anti-Casting Oriflame" and dedicated to the true beauty and uniqueness of every woman.
According to the plot, the actress finds herself at a casting, and her appearance is judged by her fashionista friend, boss, housemate and a strict lady of respectable age. Such a "commission" turns out to be nothing more than Irina's inner voice. She realizes that this is all an attempt to shake her self-confidence with imposed standards of beauty.
Kirill Kutapov, Senior Manager for Creative Concept Development at Oriflame, spoke about the main idea of the new advertising campaign:
“In the morning, before leaving the house, every woman goes through a casting. She evaluates herself through the eyes of other people. We want to free women from these painful experiences and show that all this happens only in their minds."
Text: Anastasia Speranskaya