No disrespect to the best-selling girl group in music history, but this is Baby, Posh, Sporty, Scary and Ginger like you’ve never seen them before.
Clean beauty brand Chella and Vegan Women Summit, a group that champions female professionals in the plant-based products space, have reimagined the Spice Girls as the Plant Girls for a ’90-inspired campaign with 2024 gravitas.
Instead of featuring singer-dancers, the ad is populated with multi-hyphenate female leaders in publishing, medicine, venture capital, culinary arts and social media. Tagline: “The future of beauty is diverse, sustainable and plant-powered.”
The colorful, nostalgia-tinged work re-envisions the groundbreaking performers as “advocates for vegan, plant-powered beauty,” according to Jennifer Stojkovic, founder of Vegan Women Summit who steps in as Ginger in the ad. “As millennial women, we could not think of a more iconic symbol of girl power.”
In addition to Stojkovic, author of The Future of Food is Female and an investor in plant-based companies, the other Plant Girls are chef Priyanka Naik, cardiologist Danielle Belardo, journalist-TV host Sharon Carpenter, and chef-author Joanne Molinaro, known as The Korean Vegan.
The ad, a spot-on recreation of the Spice Girls’ debut album cover, will get paid media buys on digital and social platforms. It touts a new eyeshadow pallet called Pathfinder, a collaboration between Chella and VWS.
The original Spice Girls cover art.
Chella, which transitioned its product line over the last five years to be fully vegan and cruelty-free, said the project aims to “bring awareness to the power of clean, compassionate living,” per founder and CEO Chris Kolodziejski.
Chella’s eyeshadow colors called Pathfinder.
The Plant Girls ad, developed by in-house creative and marketing teams, launches in the run-up to the latest Los Angeles iteration of the bicoastal Vegan Women Summit. The event will take place over two days in May, featuring celebrities like Kristen Bauer and Maggie Baird sharing the bill with entrepreneurs, chefs, content creators and innovators in the vegan and sustainability sectors.