Singapore, April 29: LUX, a global beauty brand under Unilever, unveiled its new campaign titled ‘Getting Ready’, aimed at empowering women ex-offenders to reintegrate into society with confidence and dignity. The initiative reflects LUX’s commitment to using beauty as a source of strength and promoting inclusivity.
The ‘Getting Ready’ campaign is designed to help women ex-offenders rebuild their self-worth and identity, which are often compromised during their time in incarceration.
The program includes four modules that focus on mental resilience, career development, social skills, and personal grooming.
LUX is also providing participants with hair and beauty essentials to encourage personal care routines, enhancing their self-esteem.
“Many women ex-offenders struggle with re-entering society and starting afresh as they have lost sight of their sense of self-worth and are unable to live life with dignity. This is in addition to having to deal with the uncertainties shrouding their new life,” said Severine Vauleon, Global Brand Vice President at LUX. “With ‘Getting Ready’, we would like to give these women a chance to properly live their life beyond the label. By helping them cultivate a positive relationship with their individual beauty and self-image, we hope that these women can find themselves and their footing in society again.”
The campaign not only supports women in rediscovering their beauty but also challenges societal perceptions and stereotypes about this marginalized group.
The experiences of the first batch of participants have been captured in a documentary film that traces their journey of self-discovery and transformation.
LUX aims to use this film to raise awareness about the challenges these women face and the support needed for successful societal reintegration.
“‘Getting Ready’ is not just about helping women ex-offenders regain self-respect; it’s also about initiating discourse about the plight these women face and how we can all involve ourselves in changing unforgiving societal perception,” remarked Hinoti Joshi, Global Managing Partner at VML Singapore, who spearheaded the campaign.
The ‘Getting Ready’ campaign transcends social boundaries and aims to instill hope, facilitating not only the transformation of individual lives but also sparking broader conversations about supporting marginalized female communities.
LUX invites everyone to join in uplifting and celebrating the strength and beauty of women everywhere through this pioneering initiative.
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