When it comes to beauty and plastic surgery, there are many stories, most range from minor adjustments like Botox, collagen injections or even a change in makeup – going all the way to reconstructive surgery or basic touch-ups.
Here are five exceptional campaigns brought to you through PR specialists getting information out for people to read or see and feel inspired.
The Faces of Honor Program
This program is sponsored by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) and their affiliated foundation (the two combined are known as “the Academy”). The Academy helps patients find AAFPRS surgeons who operate on qualified veterans without charging a fee for their services. Some of the surgeons who help may not provide all options, but for those who have served our country and come home with physical damage to their face, neck or head, the Academy is a useful resource.
It is available to those who served in the U.S. Armed forces (with some additions to this) during Operation Iraqi Freedom (OIF) or Operation Enduring Freedom (OEF) and were honorably discharged. The AAFPRS requested PR campaign efforts beginning earlier this year to get their campaign out to the public.
Dove’s Ad Makeover Interactive Social Media Campaign
Dove’s campaign allows women to create their own beauty campaign and share what they find beautiful about themselves and other women they admire. Over the years, Dove has built a reputation promoting beauty and self-esteem, but in this campaign, they took it up a notch to combat negative advertising messages women often receive. This campaign is used only on Facebook, but it allows people to replace ads with less than positive messages, maybe weight loss products or products using unrealistic expectations to push women to buy, with new positive replacements. There are eight to choose from, but a sample of them includes “Be your beautiful self,” “Joy is the best make-up,” and “Every body is beautiful.”
Angelina Jolie’s Preventive Double Mastectomy and Corrective Cosmetic Surgery That Followed
There are some women with a familial history of breast cancer who make a decision to have both breasts removed before the Big C can make its way into their bodies. Angelina Jolie is probably the most famous case of this and going public to share some of why she made this decision to take charge of her future as best she could. It’s not a common choice, but when such a well-known woman, and her well-known husband offering support, makes a decision like this one. It hits the news and for some facing a similar situation, it probably gave hope or at least vindication for making their choice.
St Ives (using Kaplow PR)
St Ives makes lotions, creams, and scrubs for a better complexion. The company has been around for years, but they needed a new campaign to attract a younger (insert “millennial”) audience, and so they sent out an invitation to young women everywhere to come and play in their world online. They created a lush tropical animated World of St Ives on Tumbler and through other channels, they promoted this magical place. Further, they sponsored an editor event with BlogHer as their partner increasing the fan base on Tumblr by 102%, Facebook by 81%, and Twitter by 62%. After that St. Ives saw an increase in customer purchases from the younger audience by more than 450% and received a Best in Class award from Tumblr.
Pantene’s Beautiful Lengths campaign (spearheaded by DeVries Global PR)
When Leaders at Pantene learned that many women were unwilling to have chemotherapy because they could not bear the thought of losing their hair, Pantene wanted to do something that could make a difference. Here’s what they came up with along with their PR specialists and strategists.
They put together a mixture of annual promotions, celebrity endorsements, special events, online community-building, traditional outreach, and local community relations activations. Using these tools they ask people to donate their hair so natural hair wigs can be made for women with hair loss due to chemotherapy treatments. As Brittany Davis says, “I encourage all of you to go out there and donate to Pantene Beautiful Lengths, and give back to someone in need of a beautiful wig.” So far there have been 800,000 ponytails contributed, 42,000 real hair wigs made and gifted, and the program operates in six countries currently.
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