Priyanka Chopra Is Spreading This Message to Women
Happy International Women's Day!
The
world is celebrating women in a major way, and the beauty industry is
embracing it. Conglomerates and boutique brands alike are showing their
appreciation for their female shoppers with empowering campaigns and
products. And, what better way to deliver a message to customers than
through the celebrities they love?
Beauty
corporations, like Proctor & Gamble-owned Pantene, are using big
time budgets to collaborate with A-listers to spread the message. Last
year, the hair company enlisted Priyanka Chopra
as the face of the "Strong Is Beautiful" campaign, which demonstrates
the brand's mission to celebrate the strength, intelligence and ferocity
of women. They aren't alone. Dove and L'Oréal also have prioritized
empowering messaging (and marketing).
While
other beauty brands are taking a different approach by spreading a
positive message to women through specific collections. For instance,
BareMinerals, in collaboration with YouTuber Ingrid Nilsen,
have launched the "Be Your Best Self" kit, which she hopes will make
women feel confident whether or not they have on makeup. There's also
Birchbox's partnership with Reese Witherspoon for its March beauty subscription box, "Pretty Mighty," which celebrates strength and power.
Cult
favorite Urban Decay takes it one step further by giving back to female
communities in need with its campaign. "In 2015, I was inspired to
create the Ultraviolet Edge to provide support to organizations that
share my passion for women's rights and the desire to help bring
attention to female empowerment," said Chief Creative Officer Wende Zomnir. The brand offers an eye shadow primer that directly funds the campaign, and has partnered with makeup blogger Kandee Johnson to spread the word.
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