Dermalogica Partners with Suffragette in Campaign to Support Women’s Rights
Leading skincare brand Dermalogica has joined forces with the feature film Suffragette in support of women’s rights across the globe, in a partnership created by Brand & Deliver.
Scheduled for UK release by Pathé on 12 October 2015, Suffragette stars Carey Mulligan as a radical young suffragette, alongside Helena Bonham Carter, Brendan Gleeson, Anne-Marie Duff and Meryl Streep as Emmeline Pankhurst, in the first feature film to tell the story of the ordinary British women who risked everything in the fight for equality.
Dermalogica’s existing FITE campaign (Financial Independence Through Entrepreneurship) is a global programme supporting woman-owned enterprises worldwide. By giving their views on achieving gender equality, customers will have the opportunity to win tickets to a private screening of the film in Mayfair (followed by a live debate on women’s empowerment), FITE make up bags and Dermalogica products.
The partnership will see POS activation with posters and LCD screen displays at 20 high traffic stores, including Westfield, Selfridges and Harvey Nichols and distributed to 7,000 stockists across the UK and Ireland. Digital activation will utilise the Dermalogica database of almost 100,000 subscribers, alongside promotion on the Dermalogica and FITE homepages, blogs and social channels.
Integrated marketing agency Brand & Deliver are retained by a number of major studios and entertainment rights holders to negotiate partnership campaigns. Rich Barnes, Head of Promotions, said: “Dermalogica isn’t just vocal on the issue of women’s rights but actively supports women’s advancement through its FITE programme. It’s the ideal partner for Suffragette which is an incredible story of strength, determination, passion and fearlessness.”
Chris Besseling, Director of Marketing at Pathé added: “With its all-star cast and powerful narrative, Suffragette is already one of the most talked about films of the year. The partnership with Dermalogica and FITE will help us bring the inspirational story of their fight to a new generation of women.”
Category: Beauty/health , Cosmetics