freeamfva: Can Victoria's Secret rebrand from unattainable sexy to empowering?

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The embattled lingerie brand is undergoing a major rebrand, trading its signature, thin, bombshell models for trailblazing women. The company last week unveiled the “VS Collective,” a group of seven women who will serve as ambassadors and brand advisors, including soccer star Megan Rapinoe, size 14 model Paloma Elsesser, actress Priyanka Chopra and more. The company also introduced a new executive team and a predominantly-female board of directors.To get more news about 国产色噜噜噜在线精品, you can visit our official website.

Members of the “VS Collective” will work to create new programs, product lines and content. They will also champion causes for women, including the company's new breast cancer fundraising initiative, called The VS Global Fund for Women's Cancers.Rapinoe, an LGBTQ and equal pay activist, told the New York Times that the previous Victoria's Secret brand was "patriarchal, sexist" and "really harmful." On the VS Collective site, she is quoted: "so often I felt myself on the outside looking in with brands in the beauty and fashion industry and I am thrilled to be creating a space that sees the true spectrum of ALL women."

Victoria’s Secret is just the latest company undergoing an image overhaul, choosing a more inclusive message around race and body types. In January, the Gap brand Athleta expanded its activewear collection to include larger sizes. In March, L'Oreal rebranded its hair care line Matrix to be more racially inclusive. And in the wake of the pandemic and intensifying discussions around racial inequity, Estée Lauder launched a program dedicated to equal hiring practices, talent diversity and more.
Victoria’s Secret's move was a critical one, according to beauty brand consultant Melissa Hibbert. These days, customers expect inclusion around race and body types in their products and companies, she said. They also want to define their own sexiness and comfort rather than relying on men’s opinions.

“I think there’s so much controversy linked to Victoria’s Secret, and they’ve been so tied to a specific look, that if they really want the brand to survive and not lose that equity, they have to have a new face. Not just a new face, but multiple faces that reflect the world,” said Hibbert, “You’re either going to get on board or be left behind.”

A similar, successful rebrand was the Dove Real Beauty campaign, launched by Unilever in 2004. The brand boldly unveiled a lineup of models who were diverse in race and body type, which was considered revolutionary at the time.I think Dove really set the tone with their beauty campaigns,” said Cynthia Johnson, founder of marketing firm Bell + Ivy. “A lot of brands looked to their success. They realized the majority of the world is an average size, not this extreme one direction or the other. You can actually have a positive advertising campaign or move in a positive direction instead of selling a dream. You can sell reality. It works, and it empowers customers.”

A report from Mintel found that 63 percent of Americans are inspired by beauty brands that show diversity in advertising, and 73 percent of respondents say the beauty industry plays on women's insecurities.