Popular beauty brand, L’Oreal Paris has joined forced with local NGO, People Opposing Women Abuse (POWA) on a powerful women’s month campaign, called EmpoweRED.
The campaign aims to raise funds towards the assistance of women who have been affected by the growing social issue of gender based violence. The funds will aid POWA in providing victims with psychosocial support, legal support, shelters, training and advocacy.
To make the campaign possible, L’Oreal partnered up with 12 female influencers who have a great voice within the social media space. These women added their voices towards the campaign’s and country’s call to end gender based violence. They also promoted the range of L’Oreal Paris Rouge Signature EmpoweRED lipsticks as well as the L’Oreal Paris Revitalift Red Cream of which a portion of August sales will go towards POWA.
“L’Oreal Paris is extremely proud of this partnership because of its alignment with the brand’s ethos of championing self -worth and promoting the empowerment of women. The empowerment of women has always been a priority for L’Oreal Paris. Our brand slogan ‘Because You’re Worth It’ is as relevant in today’s context where we grapple with GBV as it was 1973, when the focus was on the emancipation of women.”
– General Manager of L’Oreal Consumer Products Division, Marketa Havlik Liebenberg
“There is power and resilience within beauty and the collaborative partnership with L’Oreal Paris is important because it adds value and impacts the lives of ordinary South African women who are survivors of GBV.”
– Mary Makgaba, POWA CEO