Through a multi-platform approach, the campaign would reach a global audience of English and French speakers, educating and celebrating the nuanced beauty practices of Africa and its people.
A Nigerian media production company and cultural institution, ZIKORA Media & Arts, has launched "Decolonising Beauty", a campaign aimed at promoting and celebrating Africa's diverse and rich beauty customs.
The campaign seeks to challenge dominant Western beauty standards and showcase the historic and multifaceted beauty traditions of Africa's various cultures.
Through a multi-platform approach, the campaign would reach a global audience of English and French speakers, educating and celebrating the nuanced beauty practices of Africa and its people.
By doing so, ZIKORA Media & Arts hopes to decentralise beauty standards and highlight the beauty and richness of African cultures.
"Throughout the remainder of the year 2024, a series of initiatives from the campaign will be announced," the firm stated in a statement made available to SaharaReporters on Monday, adding that in this month of July "Crowns of Coils: An Ode to African Hair," would be announced.
It noted that the 'Crowns of Coils' is a social media challenge designed to encourage content creators to appreciate African hairstyles and inspire their audiences.
Other initiatives to be announced include - "Roots on Reels: Showcasing African Beauty Through Film; Motherland Beauty: A Poetic Exploration of Traditional African Beauty; African Beauty in Focus: A Photojournalism Project; and Hairitage in Motion: A Live Celebration of African Hairstyles."
According to the statement, the Roots on Reels which will be announced in August is a smartphone short film contest for African filmmakers to present cinematic portrayals of beauty customs practised in their communities.
In September, the firm said the Motherland Beauty would be announced, explaining that it is a poetry contest for African poets to express the essence of African beauty through the power of words.
In October, the African Beauty in Focus would announced the company said adding that during the month, African photojournalists will be called to capture the essence of traditional African beauty practices through their lens.
While in December, Hairitage in Motion, a live celebration of African hairstyles will be announced.
This the firm said is a live hair show and performance arts presentation showcasing the artistry and diversity of African hairstyles.