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The fight for women’s rights is more active than ever.
Social marketing campaigns are those chosen by brands to make gender inequality visible.
As every year, the brands are already beginning to show their strategies, campaigns and initiatives to commemorate the next March 8 (8M), on the occasion of International Women’s Day. This year marks like Sephora, they have already revealed what their projects will be to commemorate this important day and show the importance of women in society.
Without a doubt, March is the month of women, a period that serves to make visible the struggle that, for years, women have carried outbut also as a space for reflection on the future in terms of issues such as equality and equity.
Given this, dates like March 8 are usually used by large companies to launch campaigns in order to, First, join the feminist cause, but also as a strategy to gain position and reach a relevant niche of consumers.
That is why social marketing has been a great contribution to this cause. Through this, different themes have been put on the table that had not been been considered and that, thanks to its diffusion, are now part of the collective unconscious.
More than a “celebration”, for a group of women, March 8 has a very significant value, it is about making visible the lack of opportunities, inequality, but also the struggle that, for decades, various women have carried out to excel in a society that still has hints of machismo and other practices.
According to the definition given BBVA This marketing technique has as an objective precisely to spread ideas that benefit society.
For what is a clear example of these campaigns, in 2014 Always launched Like a Girl by Always (P&G), in order to reinforce the confidence of girls, especially those who have entered or are about to enter their period of puberty. The idea was to make visible the derogatory way in which we see their actions for the mere fact of being girls and to notice the limitations that this puts in their way.
With this strategy, the brand managed to give visibility to this problem, for which it had a huge impact, by achieving a positive perception of “as a girl” increased from 19 percent to 76 percent. Additionally, 94 percent of people surveyed by the same brand perceived that this campaign motivated girls to be more confident.
Campaigns of this 8M
With the main objective of showing the rights of women on a global scale, Sephora launched the “Together We” campaign globally and in Mexico (“Juntas Brillamos”), a series of activations celebrating the power of their community.
In its proposal to give space to the inspiring stories of women who are part of the beauty company’s community, the brand explains that through the campaign it will reveal stories of women founders, collaborators, beauty advisors and partners who identify as women, and who, at all levels, they represent the collective power of the company and illustrate its constant commitment to gender equality.
“On this occasion, inspiring women who have founded brands available at SEPHORA will share their experiences, such as Anastasia Soare founder of Anastasia Beverly Hills, Huda Kattan who trusted SEPHORA from the beginning to launch her brand Huda Beauty and Maureen Kelly founder of Tarte” , explained the brand in a press release.
As part of this campaign, the company also presented the initiative as the global program “Classes for confidence”, which will reach 24 markets worldwide, especially in Asia, taking it to Singapore, Thailand, Malaysia and Australia.
According to the brand, SEPHORA’s “Classes for Confidence” are inclusive workshops delivered in partnership with non-profit organizations to support underserved communities and help inspire confidence in people. who face different major life transitions, such as entering the workforce under difficult circumstances, experiencing a gender transition, or even facing diseases such as cancer.
The brand also partnered with WOMAN, an immersive exhibition that highlights the voice of two thousand women from 50 countries around the world.
Other brands join the 8M
Like Sephora, brands like DiDi They have also launched a study where they show how the growth of women working in their app has been, especially to show how the gender gap is currently being broken and to commemorate 8M.
As well as the international brand, Kipling teamed up with Victoria Tang to launch a special collaboration to showcase the importance of women’s empowerment.
And so, as more than a “celebration”, for a group of women, March 8 has a very significant value, and it is about making visible the lack of opportunities, inequality, but also the struggle that, for decades, Various women have carried out to stand out in a society that still has hints of machismo and other practices.
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