In the spirit of its iconic tagline, “Because You’re Worth It,” L’Oréal Paris today announces its partnership with People Opposing Women Abuse (POWA), to support women affected by gender based violence (GBV). The campaign, which aims to raise funds for POWA, will run throughout August, Women’s Month in South Africa.
POWA provides advocacy, training, psychosocial support, legal services and shelters to survivors of abuse and violence – a scourge which saw a dramatic increase during the current lockdown period in South Africa.
“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,” says Marketa Havlik Liebenberg, General Manager, L’Oréal Consumer Products Division. “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”.
Havlik-Liebenberg says she applauds POWA for its incredible work in helping vulnerable women rebuild their lives and move forward with renewed confidence.
POWA’s Chief Executive Officer, Mary Makgaba says, “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”.
Makgaba adds that resource mobilisation through this partnership will enable POWA to continue empowering women and create safe spaces for conversations while also offering shelter and counseling.
For this campaign, L’Oréal Paris collaborated with twelve female social media Influencers, who added their voices to the clarion call to end gender based violence in South Africa.
The ladies also promote the L’Oréal Paris Rouge Signature EmpoweRED lipstick range and L’Oréal Paris Revitalift Red Cream because a portion of the sales in the month of August, will be donated to POWA.