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.
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.