Well-known beauty and hair brand, L'Oreal Paris, partnered with People Opposing Women Abuse (Powa) this Women’s Month to help vulnerable women in South Africa.
Synonymous with the slogan, "Because You're Worth It,” the campaign aims to raise funds for Powa to support women affected by gender-based violence (GBV).
“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.
“Our brand slogan ‘Because you’re worth it’ is as relevant in today’s context where we grapple with GBV as it was in 1973 when the focus was on the emancipation of women,” said Marketa Havlik Liebenberg, general manager of L’Oréal’s consumer products division.
The brand also collaborated with 12 female social media influencers, who added their voices to the clarion call to end gender-based violence in South Africa.
“There is power and resilience within the 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,” said Mary Makgaba, Powa’s chief executive officer.
Makgaba added that resource mobilisation through this partnership would enable Powa to continue empowering women and create safe spaces for conversations while also offering shelter and counselling.