The Beauty & Personal Care market is worth $579.20 billion as of 2023 and is also expected to grow by a further 3.5%. It has been observed that an entire industry is built around convincing women that they are never enough. Incessant advertisements promoting unrealistic beauty standards feed our insecurities with cosmetic companies convincing us their product may fix our flaws.
With such a powerful platform, there was always going to come a time when women gained enough ground in the industry to push back and eventually seize control of the narrative. AllBright is home to exactly such women; the trailblazers, the visionaries, the entrepreneurs not afraid to carve a new path or set a new tone. It is with that spirit, we explored how best to collaborate with companies who amplify their commitment to improving social purpose, specifically, female health and wellbeing.
There has been enough focus on womens’ appearance and which prestige brand or luxury product improves our looks, we thought it was time to bring women’s health and wellbeing into the spotlight. By opening up the conversation about real health issues, women can set aside the myths and start nurturing a direct, unashamed approach to getting the support required.
Perhaps it’s true that ‘great minds think alike’ as we found some companies within the health and beauty industry were ready to use their position to make a positive impact. Moving away from outdated marketing strategy aimed towards gouging women’s self-confidence, there has been a slight shift instead to elevate women’s wellbeing, body shape inclusivity and racial parity.
The importance of purposed-led marketing has quickly become evident. Research shows more and more consumers will look for brands that align with their own values. In a study on the 10 key marketing trends of 2023, prioritising social responsibility was at no.6. With 89% of industry spokespeople questioned, saying social responsibility content would increase -exactly double the number last year.
As a United Nations Global Compact article on purpose-driven marketing observed:
“Marketing needs to shoulder more of the responsibility to solve some of the world’s existing problems by aligning purpose and innovation, ethics and business”.
Over the next 30 years, $60 trillion will pass from Baby Boomers into the hands of younger generations. Purpose-led marketing is the response to Millennials and Gen-Z, with 60% of them making choices based on ethical values and purpose and demanding brands take a stance on social issues.
This transition has led beauty campaigns to often focus on a worthy cause or initiative rather than sell specific products. AllBright is dedicated to championing new ways of doing business that build a better future for all, so we were delighted to join forces with No7 for AllBright x No7- Changing the Face of Menopause at Work Campaign.
The partnership campaign promoted an initiative to support and advise people on how to overcome the challenges of managing menopause in the workplace. Channelling our skills, we produced an in-depth article plus five-part video series on the [taboo] subject of menopause. People finally had practical, educational resources explaining what menopause involves, tips to survive, how to support colleagues experience it and Women’s Rights in the workplace.
AllBright’s founding principle is: when women come together, amazing things happen. Purpose-led marketing partnerships such as AllBright x No7 show the power and importance of reaching socially conscious consumers and creating change.
Another example of creating positive impact through purposed-led marketing is Nurofen's - See My Pain campaign. Raising awareness of the Gender Pain Gap, Nurofen launched an annual comprehensive research report on how women’s pain was dismissed, misunderstood, or even mistreated. Publishing their findings along with their pledge to tackle the issue and other resources, Nurofen established themselves as though-leaders and conquered the intersection between purpose and profit; now crucial for company resilience in a socially conscious world. Whilst there is far to go, now is the time to champion Women’s Health. You can continue what we do here at AllBright, like those at Nurofen, have done by insisting society acknowledges and accommodates our well-being needs. With purpose at our core, AllBright strives for a world where marketing is a force for transformation and where every woman can make a rightly informed decision.