Beauty Changes Lives Launches Make Your Mark Recruitment Campaign
The Beauty Changes Lives Foundation is joining forces with some of the beauty industry’s most influential brands, influencers and salons in leading the Make Your Mark campaign. The campaign aims to transform traditional perceptions about careers in beauty and raise awareness of the career opportunities, possibilities and potential available to licensed beauty professionals.
Coty and Ratner Companies are the first two partners to join the campaign, pledging $100,000 and $25,000 respectfully. The program is endorsed by the Beauty Changes Lives Board of Directors, which represents some of the industry’s leading brands, including Bellus Academy, CND™, Cosmoprof, Coty, Kao Salon Division, L’Oréal Professionnel, Make-Up Designory, Paul Mitchell, Pivot Point, Ratner Companies, TIGI® Professional and Unilever. Beauty Changes Lives and its partners aim to raise one million by 2020 to fund the first phase of the campaign launching January 2020.
“Recognizing how critical attracting talent is to the future of our industry, we are inspired to engage our salons in supporting this campaign, and we challenge other partners to join us in supporting the future of our industry,” says Coty Professional Senior Vice President Sennen Pamich. “We are in and challenge everyone in the industry to Make Your Mark.”
Realizing that authenticity is central to engaging Generation Z, the Make Your Mark campaign is bringing together legends and micro-influencers to share their personal stories with key stakeholders including Gen Z, parents and guidance counselors. First-person stories will blend with real-world data about the entrepreneurial, financial and creative opportunities available in a $560 billion dollar industry projected to grow 36 percent through 2026.
Campaign elements include a consumer awareness campaign, plus an interactive microsite highlighting an evolving mix of legends, micro-influencers, stories and trends and eye-catching outdoor postings strategically placed within 10 miles of select cosmetology schools. Instagram ads will target Gen Z young adults with interactive quizzes and inspiring content while Facebook posts will feature relevant parent-focused facts that substantiate beauty as a booming industry.
The Make Your Mark campaign highlights growing demand for spa and salon professionals. Employers’ job demand for licensed beauty professionals continues to build as the most current data suggests 1.3 million jobs could be left vacant in the next 10 years.
“What started as a realization that our industry is facing a job crisis has evolved into a rallying cry to inspire the next generation as we shine the spotlight on the creativity, earning potential and unlimited possibilities our industry offers,” says Phil Horvath, President of Ratner Companies and a member of the Beauty Changes Lives Board of Directors.
The campaign will raise awareness around career opportunities allowing partners to integrate the national recruitment initiative into their existing marketing programs. For example, Coty has developed an inclusive points program allowing salon partners to leverage the company’s product loyalty program and make donations to the campaign.
Prospective partners can learn more at beautychangeslives.org/make-your-mark/.
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