This new campaign from Cuzzons is really powerful in not paying lip service to diversity but leading with it. They have understood their audience and then built it into the very heart of the campaign delivering the brands into the right channels. They've touched on the current hot topic of mental health as well. Lots to applaud.
Burchell says diversity and inclusivity have now become the norm among young audiences, which is why it looked to “make it part of the brand DNA” from the beginning.“Something we recognised very early on when we were creating this brand is that this generation is diverse and expect to see it [with brands] too. It is the norm. Diversity and inclusivity are hugely embedded. It’s almost like wallpaper – it’s not overt, but it was part of the brand DNA right from the beginning,” she explains.
https://www.marketingweek.com/2017/05/11/beauty-brand-diversity-dna/
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