TOP 10 - BRAND or MARKETING CAMPAIGN
Dove
Reclaiming School Picture Day is a Dove campaign empowering women to embrace their natural beauty. Dove’s research shows that Black children face race-based hair discrimination from as early as five years old. The film shows women retaking their school pictures, showcasing their chosen hairstyles and expressing their beauty on their own terms. The campaign influenced new UK government regulations and made waves in national press, as well as sparking debate online and in real life.
English Football League
In 2023, the EFL launched its ‘Together Against Racism’ initiative, urging football supporters to report any incidents of racism and discrimination witnessed in stadiums or online. Supported by the anti-discrimination charity Kick It Out, the campaign represents a concerted effort by the EFL and its clubs to tackle racism and all forms of discrimination within football.
Fenty Beauty
Fenty Beauty, the acclaimed cosmetics brand founded by Rihanna in 2017, is recognised for its inclusivity across diverse skin tones. Rihanna’s vision for Fenty Beauty was to ensure every woman felt represented, offering shades designed to match traditionally hard-to-fit skin tones. Fenty Beauty is proud to be a premium sponsor of the Paris 2024 Olympic and Paralympic Games.
Gymshark
Gymshark, a leading fitness apparel brand with over 3 million social media followers, recently introduced the Diffuse Sweat Headband. Designed with the Black community in mind, this headband supports textured hair during workouts. Featuring a double-layer construction and stretch-to-fit material, it accommodates various hairstyles, from wigs to box braids, ensuring a comfortable, one-size-fits-all fit.
Home is where the Elephant Atta is
“Home is Where the Elephant Atta Is” is a campaign launched by Elephant Atta to celebrate its longstanding presence at the heart of South Asian homes for over 60 years. The campaign, warmly embraced by the South Asian community, features scenes of both boys and girls participating in the cherished tradition of perfecting the art of making round rotis. It offers delightful glimpses into the fusion of British and South Asian cultures, showcasing the blend of everyday life and cultural heritage.
M&C Saatchi Group
M&C Saatchi, in partnership with London-based youth organisation RISE.365 and Clear Channel, launched a compelling out-of-home campaign aimed at addressing and dismantling racial biases against young Black men in the UK. The initiative sought to challenge stereotypes by sharing the personal stories of seven teenage boys who had encountered racial prejudice. Clear Channel, the media partner, showcased the campaign across its network of over 3,500 digital screens throughout the UK.
NYX Cosmetics
NYX Professional Makeup has introduced its Proudly Pro-You platform, in collaboration with UK Black Pride (UKBP) and Stonewall. This initiative is dedicated to enhancing the lives of LGBTQIA+ people of colour. Proudly Pro-You embodies the brand’s steadfast commitment to driving meaningful change, offering support, and celebrating the diversity and contributions of people of colour.
Premier League
Through No Room For Racism, the Premier League and its clubs collaborated with fans, the FA, EFL, PFA, Kick It Out, and the police to combat discrimination both on and off the pitch, while promoting equality, diversity, and inclusion throughout football. The Premier League recently announced a three-year update on its No Room For Racism Action Plan, highlighting the progress made in increasing diversity within the sport and reaffirming the League’s commitment to addressing discrimination and supporting those affected by racist abuse.
Self Glow
For more than two decades, James Read has revolutionised the sunless tanning industry. His unique colour guide, infused with natural cocoa extracts, is designed to flatter all skin tones. This has been particularly impactful for Black women, who often face challenges in finding sunless tanning products that truly complement their complexion. With over 35 beauty awards and recognition from prestigious publications like British Vogue and American Glamour, James Read’s approach has made a significant global impact.
SKIMS
Since its inception, Skims has championed inclusivity and diversity in fashion, offering a broad range of sizes and shades. By featuring models of various ethnicities, sizes, and ages, Skims challenges traditional beauty standards and celebrates individuality. Recently, Black celebrities like SZA, Anthony Joshua, and Coco Jones have modelled for the brand, further amplifying its commitment to diversity.