Women Run The World In Sally Hansen's 'Shetopia'

Beauty brand Sally Hansen has launched its first global campaign, Self-Made Beauty, paying tribute to self-made women from all walks of life, from entrepreneurs and activists to young mothers and athletes.

Created by Anomaly to promote the brand's 'At Home Salon' concept, the campaign kicks off with the irreverent launch film, Shetopia, which imagines a world ruled by women. In a series of scenarios which flip traditional gender stereotypes and challenge prejudices, we see women picking up the dinner bill, boldly breastfeeding in public, dating younger men, and getting their Sally Hansen leg bronzer applied, shoe-shine style, by subservient male masseurs while perusing the newspaper headlines ('Body Confidence At All-Time High'). 

Instead of opting for actors, the film features a series of real-life influencers including equal pay advocate Claire Wasserman [pictured below], founder of Ladies Get Paid, an organization that helps women rise up in the workforce; Angela Benton, cancer survivor, businesswoman and CEO; Jessica Haggett, who started the largest all-female motorcycle collective in the world; and Chelsea Football Club and England professional womens footballer, Eniola Aluko. 

And female empowerment continued behind the camera, with an all-female creative and production team headed up by director Natalie Rae, right down to the campaign track (named - appropriately enough - Woman), which was written and performed by singer-songwriter Diana Gordon, whose credits include Beyoncé's Lemonade.

"It's been wonderful to have an all-female team at Anomaly bring fresh energy to the Sally Hansen brand with a new brand identity and logo, retail expression and a whole series of global campaigns," says Karina Wilsher, Anomaly's global chief operating officer. "Sally Hansen was an exceptional female entrepreneur, with a ton of spirit - the perfect muse for the 'playful and polished' world imagined in this work."