Photo: Barbie
In lieu of International Women’s Day brands and retailers are celebrating and empowering women. From products to advertising, here are some of the best brand activations focusing on female empowerment and gender equality.
Celebrating Females
Celebration is a big focus this year, with brands like Mattel leading the way. Mattel continues to push empowerment to little girls with both its product lines and messaging. The launch of the Sheroes Barbies celebrates pioneering women in history. Dolls include British boxer Nicola Adams, Mexican painter Frida Kahlo and American pilot Amelia Earhart.
Johnny Walker is also celebrating women by introducing a female figure called Jane Walker. Lastly, beer maker BrewDog launched a pink beer bottle.
Charitable Collaborations
Soap & Glory, as well as the designer Rebecca Taylor, have chosen to show their support for the campaign “She Should Run”, encouraging females to run for political offices. Beauty brand Soap & Glory is raising money through social media and Taylor is pledging 10% of all online store proceeds from today to the charity.
Lancôme partnered with CARE, a non-profit organisation to launch the campaign #WriteHerFuture. #WriteHerFuture is a campaign to end female illiteracy. Online retailer Gilt wants to “close the gender gap in technology”. To do so they will be giving 100% of net profits to the “Girls Who Code” initiative.
Meanwhile Net-a-Porter has collaborated with a series of designers such as Ganni, Zadig & Voltaire and Temperley, to launch capsule collections to support charities that ensure women in need of better health and safety are protected.
Empowering Messages
Nike Women has launched a new campaign starring Serena Williams to celebrate the accomplishments of female athletes.
Meanwhile, direct-to-consumer label ADAY has taken to Instagram to share a range of exclusive postcards showcasing its feelings on female empowerment. Users are able to purchase the postcards, with the option to pre-address them to their local senator.
The iconic suffragettes are also receiving a nod, as previously referenced at this season’s NYFW with designer Jonathan Simkhai’s collection. This time, British department store Liberty is paying homage to the historical movement by showcasing photographs by Mary McCartney, who captured eight inspirational women to celebrate.
