L’Occitane en Provence has recruited its employees to star in its latest skincare campaign. The prestige French beauty brand has unveiled a brand-new US campaign featuring 10 of the 1,315 women who work for the company’s North American division, as a celebration of “every woman’s true authenticity, vulnerability, and inner beauty.”
The campaign sees the women, who are beauty advisors, graphic designers and boutique managers, share their own personal beauty stories and tips for living without a ’filter.’ Their strategies include everything from religious beliefs to being authentic, showing emotions and motivating their team members. L’Occitane is encouraging women everywhere to participate in the social campaign, asking fans to answer the question “What is something you don’t need a filter for?” and share their own personal stories using the campaign hashtag.
“Women often feel pressured to filter themselves,” said Christina Polychroni, Chief Marketing and E-Commerce Officer for North America, in a statement. “Whether they’re in a meeting, speaking with friends, parenting children, browsing the internet or simply getting ready for the day — they both knowingly and unknowingly filter themselves to be the people they think society expects them to be. At L’Occitane, we celebrate women who live life unfiltered each and every day, unapologetically.”
The ’filter’ aspect of the campaign, which will run through March 12, ties into the launch of the brand’s new ‘Immortelle Divine Light Cream SPF 20’ and ‘Immortelle Precious Light Cream SPF 20’, which feature organic and sustainably-produced ingredients for UV protection, filtering out harmful rays and promoting skin radiance.
L’Occitane is the latest in a string of major brands to channel the concept of natural beauty and confidence as an empowering campaign tool. Earlier this month, superstar Kelly Rowland teamed up with Dove to launch “Crown,” an original song that aims to encourage girls to feel confident in wearing their hair how they choose, while Benefit Cosmetics recently shone a spotlight on people fighting for social causes for its ‘Boss Brows’ campaign. Haircare and skincare label Moroccanoil also joined forces with the Women’s Tennis Association (WTA) this month to develop its ‘Inspired by Women’ platform that empowers females around the world.