LUX recently announced that they will be supporting renowned South African Olympic gold medalist, Caster Semenya.This follows her fight against the World Athletics board (IAAF) to allow her to compete in the 800m race in the upcoming 2021 Olympics.
In the animated video released in support of Caster, Lux highlights these issues and believes no woman should be âstripped of being a womanâ or âjudged for how they lookâ, and ending with the words, âLUX stands with Caster. LUX stands for all womenâ. LUX has decided to support and campaign for Caster, lending its brand voice through paid advertising on social channels and other media to garner more support for her and help overturn the IAAF ruling.
âIt makes me very happy to see brands like LUX who fearlessly stand on the side of what is right. My case is but one amongst many experiences that can be heard and felt by women all over the world. My team will continue to fight the good fight. Like I have always said, this fight is not about me – it’s about the future. Those talented up and coming athletes who are going to face the same discrimination. I have to make sure that I can honestly say, I did my bit,â said Caster.
Caster and her team are working on a campaign to garner support in her fight against this judgment, which will be announced soon. This campaign is inspired by South Africans and fans from all corners of the globe who have been warriors and very vocal about their support for Caster. This fight is not just about Caster, it is about basic rights for human dignity. Caster wants to bring to light issues of discrimination that women face all over the world.
On Tuesday, 9th March 2021, Unilever launched a new Positive Beauty vision and strategy globally which aims to champion a new era of beauty which is equitable and inclusive. This mission echoes LUXâs support for Caster who was âborn this wayâ and has always had to face scrutiny and discrimination for traits she cannot change about her genetic make-up.
LUX believes that every woman has the right to express her beauty unapologetically and should not feel the need to self-edit. The brandâs purpose is to inspire and empower women to celebrate beauty as a source of strength. Caster Semenya is an example of, and an inspiration for women everywhere to do just this: rise above the casual sexist judgments and express their beauty and femininity unapologetically.
In the fight against casual sexism, LUX is committed to establishing *partnerships and advocacy campaigns to help South African women rise above everyday sexist judgements and express their beauty unapologetically. It is the sly jokes, patronizing comments and lazy assumptions, that say itâs okay to show disrespect. While many may not even recognise this as a problem, casual sexism sets a cultural context that leads to more extreme issues like harassment and violence.
Speaking on behalf of LUX, Sphelele Mjadu, Unilever Beauty & Personal Care Senior PR Manager for Africa, said, âLUX stands with Caster. As a brand that has supported women throughout the ages, playing a vital role in putting a stop to discrimination, we believe that every woman has the right to express their femininity whichever way they choose to. While Caster has continually had to choose between being an athlete and being a woman, we say that no woman should be judged for how they look, and no woman should be stripped of being a woman. We invite everyone to rise above hurtful judgementsâ.
