Lux aids female ex-offenders re-embrace their beauty by ‘Getting Ready’

Delhi: Lux, the global beauty brand by Unilever, has launched its new female empowerment campaign, 'Getting Ready.’ 

Through this campaign, Lux and VML Singapore have designed a programme, aimed to help women ex-offenders to re-embrace beauty to re-enter society with confidence and dignity. 

'Getting Ready' aims to challenge social expectations and stereotypes surrounding this marginalised female community.

The 'Getting Ready' programme comprises four modules to help women ex-offenders unlock their confidence and build their personal brand as they start their second life. The modules cover tools to overcome negative thought patterns; hard skills to tackle career goals and employment; improving social skills and communication; and image building, with establishing a beauty routine and finding their own style playing a big part in helping the women look good and feel good. 

In addition, Lux aims to be equipping these women with hair and beauty essentials to encourage personal grooming.

The first batch of women who underwent the 'Getting Ready' programme had their experience documented in a film which traced their journey of self-discovery and uplifting change. With this documentary, Lux hopes to reach a wider audience and spread awareness about the struggles and stigma these women ex-offenders face on a day-to-day basis, and the support they need to better reintegrate into society.

"Many women ex-offenders struggle with re-entering society and starting afresh as they have lost sight of their sense of self-worth and are unable to live life with dignity. This is in addition to having to deal with the uncertainties shrouding their new life," said Severine Vauleon, Global Brand Vice-President, Lux. "With Getting Ready, we would like to give these women a chance to properly live their life beyond the label. By helping them cultivate a positive relationship with their individual beauty and self-image, we hope that these women can find themselves and their footing in society again."

Hinoti Joshi, Global Managing Partner, VML Singapore, who spearheaded the campaign, commented, "'Getting Ready' is not just about helping women ex-offenders regain self-respect; it's also about initiating discourse about the plight these women face and how we can all involve ourselves in changing unforgiving societal perception."