Belfast Telegraph

Jessica Lowndes challenges women to go make-up free

The former 90210 star is hoping her new #TakeOffYourMakeup campaign will match the success of the ALS Ice Bucket Challenge.

Actress and singer Jessica Lowndes has filmed a new music video completely makeup free in a bid to prompt fans to rethink beauty standards.

The former 90210 star's new song, Underneath the Mask, features a provocative promo to launch a new social media-driven initiative, called the #TakeOffYourMakeup challenge.

Jessica explains the video and the campaign is a powerful reminder that women don't need to wear makeup to look beautiful.

To participate in the new challenge, fans must simply post a makeup-free selfie or video on social media, include the hashtag '#TakeOffYourMakeup', and then tag a few of their female friends and dare them to do the same.

The approach is very similar to the popular and successful 2014 ALS Ice Bucket Challenge, which prompted celebrities around the world to film themselves dumping buckets of ice water on their heads to generate money for Amyotrophic Lateral Sclerosis (ALS) research.

After the dousing, the wet and cold star then challenged friends and castmates to do the same, or pay money to the cause. Many celebrities did both.

Lowndes opted to go makeup free in her Underneath the Mask music video and to create the campaign to make a stand against sexist remarks attributed to Donald Trump, who won the election to become America's 45th President on Tuesday night (08Nov16).

"For me, this challenge, video and song won't end (on) November 8th," Jessica declares. "I will keep the focus on sexism, bullying and fighting against the 'nasty'. Each time someone posts a picture of themselves with no makeup on, it's a vote of confidence that they are putting in themselves, and that's a positive step in my opinion.

"I see powerful men saying things in public and degrading women every day," Lowndes tells Billboard. "(The challenge) is a message that together as women, we will not succumb to bullying from men of any kind."

The star adds, "We are constantly bombarded with society's unrealistic beauty standards... It makes it that much harder for girls to embrace natural beauty and body goals. The challenge is a reminder that it's OK to be ourselves."

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