In light of women’s month, L’Oréal Paris has partnered with People Opposing Women Abuse (POWA) to launch the EmpoweRED campaign. The aim of the campaign is to raise funds to assist women affected by gender-based violence (GBV).
L’Oréal Paris collaborated with 12 female social media influencers, who added their voices to the clarion call to combat the scourge of gender-based violence in South Africa. The campaign will run throughout August, which is celebrated as Women’s Month in South Africa.
The women also promote the L’Oréal Paris Rouge Signature EmpoweRED lipstick range and L’Oréal Paris Revitalift Red Cream, as a portion of the sales in the month of August will be donated to POWA.
“L’Oréal 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’Oréal 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,” said Marketa Havlik Liebenberg, general manager, L’Oréal Consumer Products Division.
POWA was the first organisation in South Africa to establish a shelter for abused women in 1981. They currently provide advocacy, training, psychosocial support, legal services and shelters to survivors of abuse and violence.
POWA’s chief executive officer Mary Makgaba said, “There is power and resilience within beauty and the collaborative partnership with L’Oréal Paris is important because it adds value and impacts the lives of ordinary South African women who are survivors of GBV”. She added that resource mobilisation through this partnership will enable POWA to continue empowering women and create safe spaces for conversations while also offering shelter and counselling.