One after another they posted, one selfie after the next. Facebook and twitter went wild, this was what going viral really meant, she thought.
It had started simply enough, a reaction to the flawless faces, groomed bodies, affluent costumes of the rich and famous on the night of the oscars. Would they dare to show themselves in public,as they really were, devoid of the trappings of applied beauty, she mused. Would she?
Almost without thinking she took a photo of herself, as she was at that very moment, and tweeted and posted the selfie, daring all in her sphere of influence to do likewise. Friend after friend, woman after woman, picked up the challenge: a grassroots act of rebellion against the need to put on a face was born.
The movement gained momentum. Suddenly, inexplicably, surprisingly, it shifted gear and changed direction. Women globally, at least from the richer western nations, began linking their small ‘just as I am’ act of rebellion to #nomakeupselfie, raising funds for Cancer Research and other charities. Still more joined, the cry picked up by men and boys too, de-gunking, leaving off the gel and other products. Groups of friends, coworkers, even entire management teams jumped in, and donations to good causes shot through the roof. A day to remember.
Without exception, albeit with a collective sigh, hands reached for the products once more. Shunned for one selfie, or at best one day, the petrochemical industry was firmly back in charge.