Retailers celebrate IWD with art, goodie bags and hashtags
It has become commonplace for businesses to recognise International Women’s Day with marketing campaigns, events and in some cases discounts for female customers. While there is some debate about turning the day into a shopping event, many retailers have found success by sticking to a message of celebrating the achievements of women.
Here are three examples of such campaigns launching today:
The Body Shop
The cosmetics and skincare company is hosting a one-day event for customers to celebrate female empowerment. The retailer will feature five up-and-coming Australian artists at its Bourke Street store in Melbourne, with performances to include music, spoken word poetry and visual arts. Customers can also choose from a selection of free, limited-edition postcards, designed in collaboration with social media influencer, Montana Lower, to send messages of empowerment to inspiring women in their lives. The Body Shop is also giving away 100 goodie bags throughout the day to the value of $27 RRP to customers who enter its social media competition.
The women’s fashion brand is inviting customers to nominate Australian women who inspire them in their everyday lives. These are women who make a difference in their communities, but may not get the recognition they deserve. The nomination period will run through March, and the winner will receive a $5000 donation to the cause of their choice, and a $1000 voucher for Sussan stores. Five women will also receive $500 vouchers. The campaign comes on the heels of the launch of Sussan’s new brand direction, ‘Only for Women’, which aims to reflect the fact that women have always been at the heart of the brand’s design and leadership through new creative imagery.
The activewear brand is launching a campaign called #theother364 to raise awareness about the gender parity gap throughout the year. The campaign makes the case that discussions about gender parity shouldn’t only happen on March 8. Lululemon has partnered with several inspiring people, including Rochelle Courtenay from the homeless women’s charity Share the Dignity, Carolyn Tate, author of The Purpose Project and Eleni Glouftsis, the first ever female field umpire in the Australian Football League, who will share their stories on the brand’s social media channels and website throughout the year. The brand has also launched a #theother364 t-shirt, which can be purchased online and in stores.
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