South Korean beauty house Amorepacific is marking International Women’s Day (IWD) on 8 March with a range of women-led CSR-initiatives.
The theme for IWD 2022 is #BreaktheBias. It encourages people from all over the world to act for gender equality and break gender biases in communities, workplaces and places of education. According to Amorepacific, the theme goes hand-in-hand with its mission to ‘make A MORE beautiful world’.
In celebration of IWD, Amorepacific is promoting its ‘Makeup Your Life’ campaign. The campaign was launched in 2008 and helps female cancer patients find the right skincare and makeup regimes to help maintain a positive body image through their treatments.
The campaign has touched more than 20,000 patients in South Korea, China, Thailand and Malaysia. Studies showed that participants felt -17% less stressed and had a -12 less adverse response to chemotherapy, underscoring the power of how positive self-image can help reduce stress, anxiety and depression.
Amorepacific is breaking the bias for single mothers by launching a micro credit project that targets single-parent families that have been adversely impacted by the COVID-19 crisis. The ‘Hope Stores’ project provides single mothers with start-up loans to help them achieve financial security. Since its launch in 2003, the Hope Stores project has raised KRW26.1 billion (US$21.6 million) for single mothers in South Korea.
In addition, Amorepacific is breaking the bias for socially vulnerable women by helping them find career stability. The ‘Beautiful Life’ social contribution fund helps women find jobs and achieve economic independence through education. The programme also delivers childcare and counselling services.
Amorepacific also supports women-focused non-profit organisations by providing them with business expenses of up to KRW50 million (US$41,000) for one year.
Launched in 2020, Amorepacific China’s ‘Better She’ project helps impoverished women in rural areas by providing training and career opportunities as carers and housekeepers. Better She sees 80% of trainees successfully find jobs.
Amorepacific Corporate Social Responsibility Lead Song Hojoon commented, “We are creating various opportunities to help women achieve economic independence by preparing contactless educational content and helping them find new jobs. Up until 2021, more than 6,000 women in Korea and abroad have participated in our programmes. Moving forward, we aim to support more women and help them find a major turning point in their lives.”
*Watch out for a major campaign next week to mark International Women’s Day from ARI and The Moodie Davitt Report.
