Walgreens Boots Alliance brands are getting behind social issues rather than just selling products. For example, the company’s Sleek Makeup brand silenced Makeup Shamers late last year with a campaign called My Face, My Rules. This month, the Soap & Glory banner revealed a campaign called More Than Lips, an initiative that reinforces the notion that women should always speak up and share what makes them feel powerful.
The campaign microsite, along with the brand’s YouTube channel and Instagram account, features a two-minute video to highlight the campaign message and encourage viewers to join the conversation by sharing the video on their own social sites with the hashtag, #MoreThanLips.
Soap & Glory isn’t just paying lip service to the message. The initiative also supports She Should Run, a national organization working to increase the number of women running for elected office to 250,000 by 2030. For the duration of the campaign, Soap & Glory has vowed to donate $5 to the organization for every Instagram post with the #MoreThanLips hashtag, up to $20,000.
The campaign has its roots in the Los Angeles Women’s March, which took place on Jan. 20, 2018. At the march, Soap & Glory invited marchers to test a Soap & Glory lip product — such as the brand’s Poutstanding Lip Contour Crayon — enter a private video booth and share their thoughts on what it means to be a woman today. Those recorded stories were used to create the campaign video.
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The goal of the campaign is simple — abolish the outdated concept of judging women purely on appearance. By focusing solely on the women’s lips during the video, the brand aims to give women a platform to share their uncensored thoughts and feelings on the hardships women face today.
In addition to the attendees filmed at the march, the video also features top social media influencers including Nabela Noor, Jessie Paege, Courtney Quinn and Cammie Scott, who have promoted the campaign on their respective social media channels as well.