“It’s an opportunity for us to share our story with other women, but also encourage them to share their stories with us,” Price said. “All of us are someone’s child and where we were born and how we were made and whose child we are all go into influencing us as people. This is a way to celebrate that. It’s very much a part of the brand, but it’s a way of welcoming people into the brand in a different way — they can express themselves as well.”
The campaign, which begins this week, will include a series of videos from influencers — including CNN’s Michaela Angela Davis — discussing what makes them stand out. Customers are also invited to share their own stories and create their own #bornandmade images using a widget that can be found at bornandmade.com.
A print ad featuring Price and her story will begin running in October fashion, beauty and lifestyle magazines, noted Laetitia Raoust, vice president of marketing for Carol’s Daughter. It is the first national advertising campaign for the brand since its acquisition by L’Oréal in 2014. Raoust noted that the brand plans to leverage its robust social media accounts on Twitter, Facebook, YouTube and more to signal-boost the messaging.
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Price noted that the program provides a platform that can become hyperlocal or play nationally — or both.
For this initiative, Price is teaming with I Am That Girl, a not-for-profit organization cofounded by Emily Greener that is intended to inspire girls and women to celebrate their uniqueness. “It’s an online organization, but also has local chapters where girls meet,” Price said. “And a lot of the girls who are part of I Am That Girl are late teens, early 20s, so they’re transitioning from high school into college, or they’re in college trying to figure out what to do with their lives, or they’re exiting college. I Am That Girl gives them that place where they can talk, they can be themselves. It’s a very nice sisterhood.”