Gender stereotypes are so adamant that personal development can be hindered as early as during childhood. A gender equality study 1 suggests that every 1 in 2 people is unable to break free from the gender norms they were exposed to as a kid, resulting in restricted career paths in their adulthood. In light of this, P&G’s skin care brand, OLAY, teamed up with Watsons HK and Inspiring Girls Hong Kong to encourage girls to explore career opportunity fearlessly. This year, OLAY Pursuit of Fearless campaign called for abundant resources from multiple parties. Not only did OLAY convert product revenue at Watsons HK, during campaign period, into donation to Inspiring Girls Hong Kong (IGHK) to enable Watsons HK customers to contribute to good deeds, OLAY also held a "Content Creation Workshop" with a top-notch YouTuber on December 4 at The Executive Centre. By helping the Hong Kong society understand such emerging industries and empower girl confidence in career development, OLAY aspires to end gender stereotype and influence more girls with “Pursuit of Fearless” spirit.
OLAY teamed up with Watsons HK and Inspiring Girls Hong Kong to advocate for Girls’ Fearless Pursuit of Diverse careers
OLAY was born out of passion for women and science. Since 1952, OLAY has been deeply committed to understanding women's needs for skincare and beauty and encouraging girls to embrace own ideals to transform via fearless pursuits. According to a study by a gender equality organization, every 1 in 2 people is unable to break free from the gender norms they were exposed to as a kid, resulting in restricted career paths in their adulthood.
Encouraging girls to explore diverse career possibilities as early as possible and build connections with successful role models who are women are fundamental to breaking gender stereotypes. This year, OLAY Pursuit of Fearless campaign aimed to raise awareness of diverse career development for girls. Through learning from female role models working in different industries, girls could take the first step of exploring a career goal, gradually realizing their true potentials. With a goal of helping over 1,000 girls explore diverse careers, the campaign combined resources and power of Watsons HK and IGHK. Other than OLAY donating product revenues from November 21 to December 31 at Watsons HK to support IGHK's long-running Women Role Model Workshop on campus, a one-hour "Content Creation Workshop" was held on December 4 at The Executive Centre. To inspire both Watsons consumers and students interested in developing a career in social media and content creation, a professional Hong Kong female content creator joined to educate on the emerging industry.
Ines Gafsi, Regional Chairman of Inspiring Girls Hong Kong, said, " Partnering with OLAY and Watsons HK for the Pursuit of Fearless campaign will help promote the rights of girls to develop in different industries in Hong Kong. We aim to nurture the confidence and freedom of young girls aged 10-18, to raise their aspirations and encourage them to pursue higher goals in life. By facilitating girls’ connection with female role models from different industries, we empower girls to develop their unlimited potential.”
Support Girls’ Career Development in Hong Kong
From November 12, for every purchase of "OLAY Festive Pack" at Watsons HK stores or online stores, customers could redeem a ticket^ for a 1-hour Content Creation Workshop on December 4 at The Executive Centre (first-come-first-served) with Watsons receipts. From November 21 to December 31, OLAY would donate $5* to IGHK for every purchase of " OLAY Festive Pack " to support diverse career development for girls in Hong Kong!
^ Redeem one workshop ticket for each set.
*The total donation value is based on the total number of OLAY Festive Pack sold during the campaign period.
Photo 1: OLAY and Watsons Hong Kong help girls to develop diverse careers
Photo 2: Purchase OLAY Festive Pack at Watsons Hong Kong