“Beauty will save”: Tatyana Parfilieva, Daria Kvitkova in an ironic campaign

Brand Cher’17 presents a new campaign with the key message “Beauty will save”. The creative agency was responsible for the concept and its implementation DRAMA QUEEN and tvlab production. The main characters of the video, in addition to the co-founder of the brand, Tatiana Parfilieva, are successful bloggers, including Daria Kvitkova, Tatiana Samburskaya, and Mila Sivatskaya. Like most other successful girls, they are often called “chicks”. For what, why? It’s time to break this stereotype. 

Beauty will save

“Everything is clear with her” – this phrase is heard almost every day by the heroine of the video and most of the Cher’17 clients, but they all treat it with irony, continuing to improve their lives, realize their dreams and work on themselves non-stop. And with this campaign, they decided to respond to the haters in a fun, playful format: 

“Can I say that the word ‘chick’ offends me? I doubt it. But my team and I felt the need to defend the right of girls to a beautiful life in all its manifestations and to inform people that there is a lot of work behind the Instagram idyll. All of us have created ourselves, without any papers or magical luck. We get tired, sad, fail, fall (literally and figuratively), but we don’t consider it necessary to show it,” comments Tatiana Parfilieva.

Tanya Parfilieva

Tanya Parfilieva

Of course, the message “Beauty will save” may seem inappropriate and out of date to some. But it has its own deep meaning, which is easy to explain. It is clear that beauty alone does not save, but its impact on the quality of life in our imperfect world should not be underestimated. У Cher’17 are convinced that even the smallest beautiful details can save you from a bad mood, distract you from sad thoughts and make you happy even in the darkest times. 

Mila Syvatska

By the way, during the filming, the heroines proved to be extremely courageous, once again destroying the myth of their incapacity. Behind the cheerful picture were cold pavilions, windy winter weather, and other obstacles, sometimes funny. For example, to get a good shot, Daria Kvitkova had to lie on a concrete floor in sub-zero temperatures and then eat at least a dozen macaroons, and Tetiana Samburska stood in the bar for more than 15 minutes.

Tetiana Samburska

“I really like the Cher’17 vibe and the brand’s philosophy in general. Because of my media background, I went through all the stages of hate, but I learned to ignore it. That’s why I gladly agreed to become the heroine of this campaign, which resonates with me in every frame. Of course, the shooting was not easy. We were freezing, stumbled, and reshot many times. In the end, everything turned out cool and beautiful, but, as in life, no one knows what happened on the backstage,” adds Daria Kvitkova. 

Dasha Kvitkova

Dasha Kvitkova

The video should not be taken too seriously, because it is really about beauty and self-irony in the same context. But if it at least makes someone think before calling a girl a “chick,” this is a good social result. 

You can get acquainted with the collection at cher17.com

Photo: press service