Unilever's LUX launches Born This Way campaign with Caster Semenya

30 Apr 2021

By: Sport Industry Group

Unilever beauty brand, LUX, has partnered with South African Olympic Gold Medallist Caster Semenya for a new campaign aiming to empower women to ‘rise above everyday sexist judgements and express their beauty and femininity unapologetically.’

The new campaign, ‘Born This Way’, was created by WPP’s Wunderman Thompson and is part of a broader global initiative in which the brand has pledged to inspire 50 million women by 2025 ‘using content, partnerships and activations.’

In the new campaign, the Unilever brand says ‘no woman should be judged for how they look.’

Semenya, who has a genetic condition known as hyperandrogenism which means she produces a higher-than-normal level of testosterone, will not defend her gold medal at the Olympic Games because of legislation passed by World Athletics in 2018. 

That ruling limits the amount of testosterone that athletes with ‘differences in sex development’ can produce if they are to compete in women’s race categories acoss a specific suite of races between 400 metres and one mile. In order to compete in World Athletics sanctioned events, such as the Olympic Games, the South African star would need to undergo medical procedures to lower her testosterone levels, or compete in a different event not covered by the 2018 legislation.

Semenya is the reigning Olympic 800 metres champion, having won gold at the 2012 and 2016 Games.