Culture 10 July 2017
The beauty industry may seem like the last place that could ever embrace the message of the female empowerment, but now in 2017, brands are taking the mantra of female strength and diversity to a whole new level. Gone are the airbrushed ads filled with stick-thin models, and here to stay are campaigns that embrace women of all sizes and colors.
To get a better understanding of how beauty brands are taking the female empowerment message into their own hands, we talked to four brand founders and CEOs on what girl power means to them.
1. Jane Iredale, Founder and President of Jane Iredale - The Skin Care Makeup
As the founder of president of her own beauty brand for over 20 years, Jane Iredale has definitely seen a shift in the beauty industry, as she notes that the message now reflects natural confidence, self, expression, female strength, and diversity. She credits the internet in spearheading this change, as consumers are now using social media as a tool to communicate with brands on what beauty means to them.
“When I started my company, impacting women's lives began almost immediately," says Iredale. “In those days, they let us know by phone; now it comes from all directions, including social media, texts, e-mails, and reviews. And it isn't just about the products, it's also hearing from single moms who've been able to keep a family together by selling our line in their workplace. There's nothing like the satisfaction in that."
Giving back is another part of how Iredale's company embraces female empowerment, as she is the largest employer of women in the Great Barrington area, where she works with dozens more through the company's international reach. In addition, her brand partners with Living Beyond Breast Cancer which raised more than $477,000 to help those in need.
But at the end of the day, Iredale says that girl power is all about giving confidence to others, as confidence can help a woman feel like she can conquer anything.
“It's all about confidence," iterates Iredale. “If you can impact that, and we do every time a woman feels better about the way she looks, then the girl power increases."
2. Angelica Fuentes, Entrepreneur, Businesswoman and Founder of A Complete
With the new wave of girl power defying normal beauty conventions, Angelica Fuentes argues that brands are responding to the message by adopting it into their own campaigns. A Complete is no exception, as the brand works with strong, empowering, and inspiring influencers of all ages and backgrounds.
“Our main goal is to show our customers and potential customers that there are no beauty stereotypes, and that gender and age are not something that define you as a woman," says Fuentes. “We believe that all women are marvelous and unique, just for existing, and we want A Complete influencers to reflect that."
In celebrating women, Fuentes' brand has definitely seen a lot of results. A Complete's Mother's Day campaign for example, partnered up with five different influencers of all ages and backgrounds.
“We have seen great results with female-forward marketing campaigns; they have been our greatest growth tool in the past few months," says Fuentes. “Campaigns that encourage women empowerment boost our sales, and considerably grow our social media platforms."
3. Carolyn Aronson, Founder, CEO and Owner of It's a 10 Haircare
Carolyn Aronson Courtesy of Home Business Magazine
Like Jane Iredale, Carolyn Aronson of It's a 10 Haircare credits a new generation of tech-savvy women to growing the message of female empowerment. Through these mediums, women are making their voices heard louder than ever before. Taking the reigns of the industry is another way Aronson sees female empowerment through beauty, as It's a 10 is one of the few woman-owned professional hair-care brands in the world.
“The beauty industry is interestingly mostly run by men, although its products are mainly marketed to women," says Aronson. “I'm all about handing the torch and not only putting women in positions of power, but hopefully inspiring them by example and sharing my path of experience for others to learn from. It's still a man's world, but every step towards women being given opportunities they didn't have before is progress."
Embracing diversity is another way Aronson's brand embraces female empowerment, as the brand caters to all women, regardless of their color or race. The brand's 2017 Super Bowl commercial clearly illustrated this message, as the ad focused on real-life women instead of airbrushed models.
“It's a 10 Haircare made history with our industry-first Super Bowl Commercial, which celebrated diversity," says Aronson. “I could have hired models for this, but instead I hand-picked everyday people I admired, and I shot the commercial in black-and-white, because real beauty doesn't need color. I wanted to show we are all perfectly imperfect in our own ways."
But despite the positive feedback from the recent big game commercial, Aronson assures that uplifting women has been and will continue to be a top priority from the brand.
“I recently bought out my male partner and it was one of the biggest moves I've made as an entrepreneur and brand owner," adds Aronson. “I answer to no board of directors. From the products we develop to the message we share, it is 100 percent done on my own terms, which makes every woman (and every person) feel like a ten."
4. Kay Zanotti, CEO of Arbonne International
Kay Zanotti Courtesy of Arbonne
Encouraging women to become financially independent is a big priority for Kay Zanotti at Arbonne International, as the brand's Independent Consultant sales force is 98 percent female. Zanotti sees this as a great way to empower women, as it gives them an opportunity to have their own business and create their own schedule.
“Our Arbonne Independent Consultants live and breathe the female empowerment message every day through their business of transforming lives with Arbonne's products and opportunity," says Zanotti. “There is no other brand I've ever worked on that inspires positive leadership and provides women, especially, the chance to truly own their lives and decide when they work, where, with whom and how. It's life-changing."
Celebrating Independent Consultants has also been the sole focus of the Arbonne brand's marketing campaigns, as Zanotti sees them as the brand's real influencers and celebrities. In focusing on individual success stories of everyday women, Zanotti sees this as empowering women through beauty.
“This is just one example of the kind of campaigns we do that share the message of female empowerment in a way that celebrates the success of the individual we're spotlighting, and at the same time it promotes the products and opportunity to other women who can relate to the stay-at-home mom or teacher or doctor or even the Amish woman from Ohio who have, each in their own way, started from scratch and built a business and transformed their lives and the lives of people they know," says Zanotti.
3 Min Read
With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.
When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.
Tip 1: Communicate with your current wellness providers and set a plan
Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.
Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.
The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.
Tip 2: Stay active for both mental and physical health benefits
The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.
With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.
Tip 3: Start slow and strong
If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.
Be aware of your sitting time and balance it with activity.
Tip 4: If your gym is open, prepare to sanitize
In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.
When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.
Tip 5: Have a good routine that extends outside of just your fitness
From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.
Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.
Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.
A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.
Tip 6: Focus on food and nutrition
In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.
If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.
Tip 7: Don't forget about your mental health
While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.
For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.
While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.