Sorority is the name given to empathy, collaboration and acceptance among women. This term represents the search for an end to historical inequalities and oppression, and proof that together, women are always stronger. To reinforce the importance of this meaning, Monange – reference in understanding the beauty of Brazilian women, which offers a complete portfolio of skin, body and hair care items, belonging to the Coty Group in Brazil – launches the movement #AGenteSeCuidaAssim, which starts with films on digital platforms with real narratives and unfolds in social media, as a way to encourage women to tell their stories of sorority, celebrating Women’s Day.
The initiative is a reinforcement of the collective and the support between them, in addition to being a continuation of the #EuMeCuidoAssim movement started by the brand in 2022. Faced with a society that insists on separating and fragmenting female relationships, it is increasingly clear that the movement struggle for women’s rights must be plural, collective and social. With that in mind, to start the #AGenteSeCuidaAssim movement, real reports will be collected from women who, under some circumstances, were cared for by others.
As a self-care brand, Monange knows that no one better than herself to understand the needs of their bodies and the routine that works best for each one. On the other hand, she understands the importance of a support network for women to look after each other’s mental and physical health. After all, having your mind, heart and even body taken care of by special people makes everyday life much lighter.
Regiane Bueno, VP of Marketing at Grupo Cotypoints out:
“Conversing with Monange’s current position, which brings the importance of self-care and personal well-being, and in view of the understanding of the important social role that the date has, we thought that, as a brand, it would be essential to bring the issue of sorority as a protagonist of the Women’s Day campaign. The idea is to encourage reflection so that they can, more and more, fight for their rights together, always breaking patterns and stereotypes.”
During the month of March, the brand will create three films for the digital environment. And for the action to gain more strength, influencers such as Manuela Xavier (@manuelaxavier), Dora Figueiredo (@dorafigueiredo), Maíra Azevedo (@tiamaoficial), Ellora Haonne (@ellorahaonne) and Gabriela Loran (@gabrielaloran) and others, will share in their social networks, such as Instagram and TikTok, stories or situations that have experienced the security provided by the female alliance, inviting their community to participate in the chain and share their experiences using #AGenteSeCuidaAssim.
Check out one of the videos made by Monange:
In addition, influencer and psychoanalyst Manuela Xavier will also participate in the podcast Bom Dia, Obvious, presented by Marcela Ceribelli, as a guest and at the beginning of the month she will also give a lecture to Coty employees addressing the campaign theme. Another important partnership during the month takes place with the podcast “Não inviabilize”, presented by Déia Freitas, who will publicize the action and tell the stories of her followers in one of the program’s panels.
All of the brand’s actions for Women’s Month were created by Talent Marcel, thinking about expanding the “EuMeCuidoAssim” positioning, bringing to the month the idea of the collective and sorority. “On a date of extreme social importance for women, a female brand that has self-care as its main purpose is talking about sorority through real stories and making room for women to feel comfortable and encouraged to share their stories where sorority is also important. made a difference as a support, it is a relevant and fundamental way of bringing care to Brazilian women.
The #AGenteSeCuidaAssim campaign addresses this importance of empathy between women and promotes identification between the reports, because we are stronger together and in many situations we need to count on the support of another woman so that physical and mental self-care can happen in a more gentle way and safe.”, comment Camila Dalle Piagge and Mariana Villela, Associate Creative Directors of the agency.”
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