Babor has partnered with All Woman Project, a US-based non-profit organisation dedicated to helping women and girls feel positive, empowered and confident about themselves, to “celebrate the beauty of diversity”.
Under the new partnership, the German skincare brand has created an awareness campaign featuring images of “inspiring women”, which have not been retouched or Photoshopped.
The company has also launched a limited edition AWPxBABOR Beauty Ampoule Set to “empower women at any age to have their best skin”.
Babor will donate 50 percent of all sales of the US$40 set, which will only be available at www.AWPxBABOR.com, to the AWP.
Unveiling the collaboration, Babor’s senior vice-president of marketing, Benjamin Simpson , said “the campaign utilises beautiful visuals that capture empowerment, strength, inclusivity, imperfections and true beauty, while provoking an important conversation that is at the forefront not just of the beauty and fashion world, but within every part of a woman’s life today”.
Babor North America president Tim Waller added that the collaboration “enables girls and women worldwide to feel positive and confident about themselves, regardless of their appearance or perceived flaws”.
“Through All Woman Project’s educational programming supported by sales from our AWPxBABOR collaboration and our awareness campaign, we aim to not only give the gift of confidence and self-love to all women, but to also spread a very important message that gives women of all ages, races, and shapes the ability and freedom to express who they truly are; with no barriers.”
The diverse cast of “all women” includes AWP co-founders Charli Howard and Clementine Desseaux; model, activist, and mother Denise Bidot; editor and former model Lauren Chan; international activist and model Nykhor-Nyakueinyang Paul; Muse Models vice president and Muse Curve director Becca Thorpe; Anne Klein creative director Sharon Lombardo and 57-year old model Nicola Griffin.
Clementine said it was important for the beauty industry to represents all kinds of beauties.
“Babor is setting an example amongst European beauty brands that have been very conservative with their casting choices and messaging,” she said.
“As a French woman who suffered from being ‘different’ growing up in my country, it’s important to me that beauty brands set an example and take a stand for diversity ‒ like partnering with AWP and using the beautiful diversity of ages, skins, textures, colours, and sizes that is available to them.
“Putting not only our imperfect, un-retouched faces on their packaging but also our natural bodies, shows how far they [Babor] are willing to go in representing all women.”