Case Studies: Purpose-Driven Beauty Campaigns

Part
01
of two
Part
01

Case Studies: Purpose-Driven Beauty Campaigns (Part 1)

Various beauty brands present purpose-driven campaigns which carry a message beyond just selling a product. Below, we explore Covergirl's "I Am What I Make Up" campaign, Glossier's "Body Hero" campaign, Thrive Causemetic's "Beauty with a Purpose" campaign, and The Body Shop's "Enrich Not Exploit" campaign.

I Am What I Make UP

Covergirl hopes to demonstrate that women wear makeup for more reasons than just pleasing men with their "I Am What I Make Up" campaign. It is about celebrating a woman's power to create who she is and who she wants to be. It is an attempt to bring focus to different ways women use beauty to shape their identities on a daily basis. Celebrity brand ambassadors include Ayesha Curry, Maye Musk, Shelina Moreda, Issa Rae, Katy Perry, and Massy Arias. The campaign tagline is meant to also serve as a hashtag, as in #IAmWhatIMakeUp. The campaign started in September 2017 and is still ongoing. For that reason, the overall success of the campaign remains to be seen. Two video advertisements for the campaign include "Made in the Mirror", which can be found at this link and "Unapology" can be found here.

Body hero-anyone can have luminous skin

Glossier is advertising its Body Hero product, a body wash and lotion combo, using five models who work in a variety of fields with different body types in the nude. This is a clear example of showcasing various body types, as they use real people to showcase the powerful effect Body Hero products have on the skin. The campaign features Paloma Elsesser, Swin Cash Canal, Mekdes Mersha, Lara Pia Arrobio, and Tyler Haney. The campaign began in September 2017 and is still ongoing. Because of that, its overall success remains to be seen. Two examples of a presentation of their advertisement online/in print can be found here and here.

Beauty With a purpose

Thrive Causemetics donates one of their products to women going through cancer treatment whenever one of their products is purchased through their "Beauty with a Purpose" campaign. They collaborate with various "Giving Partners" in order to accomplish this work of charity, including Ronald McDonald House Charities and Spoil Me Pink. In their words, "for every Thrive Causemetics product purchased, one is donated to help a woman thrive." Their campaign uses "Thrivers," representing women with various social media outlet popularity, such as Nalie Agustin, Lauren Lichon, Nancy Abramson, Stephanie Madsen, and Kristy LeMond. The campaign started in 2015 and is still ongoing. Because of that, its overall effects remain to be seen. A film advertisement entitled "Thrive Causemetics: Beauty with a Purpose" can be found here and their TV campaign can further be viewed on this link.

Enrich not exploit

The Body Shop's "Enrich Not Exploit" campaign is one that attempts to help out the Earth, its people, its biodiversity, and it's resources when selling its beauty products. This campaign demonstrates the company's commitment to aiding communities go by their everyday lives by working with their farmers and their suppliers fairly. This campaign started in 1976 and is still going on today. Since the campaign has been in place since The Body Shop was founded, how significant of an effect it has had on the company is unknown. Two video advertisements include "The Body Shop — Enrich Not Exploit", which can be found at this link and the film "The Body Shop Philosophy", which can be found here.

CONCLUSION

Various beauty brands present purpose-driven campaigns for many reasons including helping the world and others' lives to helping women feel beautiful being themselves. Above, we explored Covergirl's "I Am What I Make Up" campaign, Glossier's "Body Hero" campaign, Thrive Causemetic's "Beauty with a Purpose" campaign, and The Body Shop's "Enrich Not Exploit" campaign.
Part
02
of two
Part
02

Case Studies: Purpose-Driven Beauty Campaigns (Part 2)

After extensive research, we found that Dove's #SpeakBeautiful, Olay's Your Best Beautiful, NYX's Luv Out Loud, and Avon's #BeautyBoss are examples of purpose-driven campaigns by beauty brands. Dove's campaign has the purpose of changing all the negativity about the perception of women of themselves, Olay aims to convince women that they deserve to always be their best versions, NYX aims to promote inclusivity in the perception of beauty and to promote various charities, and Avon aims to empower women to take over their own lives.

COMPANIES CHOSEN

All companies included within this write-up were chosen based on how recurring and often they are featured in the top advertisement or brand agencies such as Fifteen Design, the scope of their influence as described by advertising awards websites such as Shorty Awards, and their relevance based on the latest press releases from credible sources such as Forbes.

Using the sources outlined above, we tried to find the most recent examples. However, due to the lack of campaigns launched within only two years ago which fit the criteria of this request, we decided to extend the scope of our research and include campaigns published up to five years ago.

DOVE — #SPEAKBEAUTIFUL

Fifteen Design is an award-winning agency dedicated to sharing information about brands and with industries based in the US, UK, and Asia. They recently published a list of the top successful campaigns launched by beauty companies. One of the companies that made it to their list is Dove.

Dove is a Massachusetts based company founded in 1978. Dove partnered with Twitter back in 2015 to launch the campaign entitled: #SpeakBeautiful.
PURPOSE
The campaign revolves around the idea of how women speak of themselves very negatively on social media, especially on Twitter. An article published by Short Awards states that in 2014 alone, there were over 5 million tweets by women describing their image and overall beauty negatively.
PLAN
On the night of the 2015 Oscars, Dove and Twitter launched the campaign together with a 30-second commercial designed to showcase their findings of how badly women spoke about themselves on social media. At the same time, the video also encouraged women to join Dove and Twitter in turning all the negativity into positivity. Sources indicate that the partnership between the two companies was also a chance for Dove to showcase Twitter’s Reverb, which is a data analytics tool capable of creating real-time data. Through Reverb, the audience saw first-hand the impact and reach of both the campaign and their own actions.

EXAMPLES
This link will redirect you to multiple examples of the hashtag #SpeakBeautiful being used on Twitter.

2. VIDEO
This link will redirect you to an official video published by Dove US which promotes the #SpeakBeautiful campaign and Twitter's Reverb tool.
RESULT
The message of the campaign inspired a lot of women in the audience and on Twitter including celebrities such as Amy Poehler and Arianna Huffington. The repercussions of the campaign launch were greatly felt after the Oscars, influencing other events such as the MTV Video Music Awards. In the long-run, data shows that the 5.3 million negative tweets back in 2014 dropped to 3.4 million in 2015 at a year-on-year rate of 36.8 percent. In addition to this, when comparing statistics from the Oscars 2014 with the Oscars 2015, it is evident that there were 69 percent more positive Tweets and 30 percent less negative ones. Conversations during the VMA about beauty also rose to 76 percent from just 62 percent back in 2014. Overall, the #SpeakBeautiful hashtag was used nearly 168,000 times, influencing more than 800 million impressions on social media.

There is no evidence which shows that Dove's campaign has officially ended. To supplement this assumption, we found that the official web page dedicated to the campaign is still online and accessible.

OLAY — YOUR BEST BEAUTIFUL

Olay is a Puerto Rico-based beauty company. The company launched a marketing campaign entitled "Your Best Beautiful" back on January 13, 2014.

PURPOSE
The focus of the campaign is to build confidence in the lives of women. The overall message was that women deserved to be the "best possible version of themselves every day."

PLAN
Olay planned to inspire women to be their "best beautiful" through Olay's products. The campaign launched with a 60-second ad and sources indicate that Olay also released other print, TV, social media, and digital ads. In addition to this, women will be able to communicate the campaign's message through the hashtag #BestBeautiful on Twitter.

EXAMPLES
1. VIDEO
This link will redirect you to an example of a 60-second video ad by Olay for the "Best Beautiful" campaign.

This link will redirect you to the most recent uses of the campaign hashtag "BestBeautiful".

RESULTS
The 60-second video which was released together with the launch of the campaign garnered over 419,000 views within January 13-24. Olay also updated their Facebook page after the launch, with content primarily revolving around the campaign. An article published on January 27 states that as of the date it was published, a single post about the "Best Beautiful" campaign has already been liked over 2,500 times.

The campaign has not officially ended. The #BestBeautiful hashtag is still being used on Twitter as of March 4, 2018.

NYX — LUV OUT LOUD

NYX is a California-based beauty company founded in 1999. On August 2017, NYX launched a social media contest which revolves around their Luv Out Loud product line.

PURPOSE AND PLAN
The Luv Out Loud products line of NYX consists primarily of lipsticks that come in shades of violet, purple, flesh tone, or pink. Each shade is supposed to represent a powerful feeling such as the idea of being brilliant, extraordinary, fearless, passionate, brave, or confident. Sources indicate that this choice of names was meant to represent NYX's mantra of "inclusivity, acceptance, and artistry for all." To further convey the message of their products, they launched a campaign in the form of a contest. Contestants will be required to share how they "luv out loud" the charity they wish to support. This will need to be submitted to NYX in the form of a one-minute-long Instagram video. NYX will donate $10,000 to any charity the winner chooses.

EXAMPLES
Through this link, you will be redirected to the official web page of the Luv Out Loud product line of lipsticks by NYX.

2. VIDEO
Through this link, you will be redirected to the very first entry to the Luv Out Loud contest submitted by the influencer Angel Merino.

RESULTS
Angel Merino's entree has since been viewed over 600,550 times.

AVON — THIS IS BOSS LIFE

Avon is a London-based company. After exhaustive research, we could not find more very influential marketing campaigns launched by US-based beauty brands excluding those included in part 1 of this request. In light of this, we decided to extend the scope of our research and include European companies as well. Avon launched their "This Is Boss Life" campaign in 2016.

PURPOSE
The objective of the campaign is to empower female consumers to believe that they can be the boss of their own lives. Avon is hoping to inspire confidence in women, with a focus on those who wish to live an independent lifestyle. Ultimately, the campaign is Avon's way of finding candidates suitable to be their next sales representatives.

PLAN
During the launch of the campaign, Avon published a music video which features a woman taking over her own life. The lyrics of the song within the video had the recurring lines of "I'm a boss!". In addition to this, the company also released a video interview of Georgiana. Within the video, Georgiana details the process of how she transformed from being a girl who lacked confidence into a courageous, independent, and very successful Avon 'BeautyBoss'.

EXAMPLES
This link will redirect you to the music video released to launch the #BeautyBoss campaign.

This link will redirect you to the video interview of highly-successful BeautyBoss Georgina.

RESULTS
Exhaustive research has not yielded any official data points which provide evidence of the campaign's success. However, we found that the official web page of the campaign is still maintained and is accessible.

CONCLUSION

Purpose-driven campaigns launched by beauty brands within the past 5 years include #SpeakBeautiful by Dove, Your Best Beautiful by Olay, Luv Out Loud by Nix, and #BeautyBoss by Avon. The purpose of all enumerated campaigns revolve around the idea of empowering women, a fight against negativity, and equality among all women.
Sources
Sources

From Part 02