‘Too emotional’, ‘too girly’, and ‘too bossy’ – these are the top three negative labels that UK women are too often branded with.
Recent research by Olay has revealed that 60 percent of women experience negative labels at least once a week, and the same percentage also feel judged by their appearance.
Being a mother also brings criticism for many, with research showing that 42 percent of mums feel defined by their parenting role as opposed to other roles – including their personal interests and profession.
In response to these findings, Olay is launching a campaign with Young Women’s Trust in a bid to ditch the labels and increase women’s power and influence.
The campaign will feature nine fearless female ambassadors, who are all from different backgrounds and who face a multitude of different struggles.
From ‘too driven’ to ‘too mumsy’, Olay’s ambassadors show women nationwide that they can face anything, no matter the labels society throws at them:
Em Ford, Film Maker & Storyteller: “Too outspoken”
Jazmin Sawyer, Professional Athlete: “Too dedicated”
Lady Leshurr, Musician: “Too bold”
Louise Pentland, Mumfluencer: “’Too mumsy”
Suzi Grant, Broadcaster & Blogger: “’Too strong’”
Felicity Hayward, Model & Activist: “Too confident’”
Tanya Burr, Actor & Influencer: “Too driven’”
Jamie Rose Dee, Model & Content Creator: “Too feminine”
Hannah Witton, Online Creator & Author: “Too open”
Maeve Leonard, Olay Communications Brand Manager, has commented on the campaign, saying: “We are extremely excited to announce our partnership with the Young Women’s Trust and our #FaceAnything campaign. Olay is a brand committed to improving the lives of women and we hope this campaign can help those facing negative labels and struggles to overcome them. Olay’s customers and staff will be raising funds with every donation matched by Olay itself. Together, we aim to raise £100k to support the Young Women’s Trust Coaching Service, helping 500 young women to feel like they can Face Anything.”
The Young Women’s Trust works with women to aid them in finding their skills and having their voices heard. They help young women to realise their potential through the free coaching and CV feedback that they offer, which aims to encourage strong mental health.
Their Chief Executive, Sophie Walker, has spoken about the campaign, stating that “Over the last year we supported some three thousand young women to improve their economic power and mental health – and we continue to build a movement of activists for change. So we are thrilled to be working with a brand like Olay. This campaign fits at the heart of what we do: expanding young women’s power and influence across the nation.”
The #FaceAnything digital campaign will see the nine fearless females share their stories in the hopes that many others will follow.
You can follow the campaign via @olayuk on Instagram and by using the hashtag #FaceAnything.