No7 Targets the 'Shecession' in First Purpose-Driven Campaign in the U.S.

No7, a beauty brand owned by pharmacy giant Walgreens Boots Alliance (WBA), has unveiled what it described as its first purpose-driven ad campaign in the U.S. under the tagline "Unstoppable Together." The campaign seeks to highlight the magnitude and long-term economic impact of the pandemic on women, a pertinent topic as Covid-19 infections spiked in late fall and winter and then as women lost jobs in December even as their male counterparts gained, according to the Bureau of Labor Statistics. Women are also exiting the labor force at four times the rate of men, said C. Nicole Mason, chief executive of the Institute for Women's Policy Research, in a statement. She referred to the economic toll on women as a "shecession." “The shecession is one of the biggest issues facing women today,” said Anisha Raghavan, CMO of global brands for the Americas at WBA. "Women are roughly half of the U.S workforce and key drivers of the economy—yet millions of women are leaving jobs due to the pandemic, setting decades of women’s progress back." The messaging is not only an opportunity for the skincare brand to help women, but to also raise awareness around its mission as it eyes continued growth in a product category that has resonated with consumers during the pandemic. “In addition to the mission, this is about activating No7’s brand purpose in the U.S.,” Raghavan said. “We’ve always supported women in other countries, and now we’re launching this in the U.S." It's worth noting that while No7's products have been available for sale in the U.S. since 2004, its history actually goes back some 85 years when it was founded in the U.K. by Florence Boots. The brand became part of the WBA family following the merger between the U.S.-based Walgreens and Switzerland-based Alliance Boots in 2014. And although No7 is owned by WBA, it is unique in that it is sold in a number of other retailers, including Target, Ulta Beauty, Kohl's, Kroger and Walmart. As part of what No7 says will be a multi-year campaign, the brand will partner with organizations and notable individuals such as Dr. Mason and the Institute for Women's Policy Research, as well as the likes of broadcast journalist Tamron Hall, among many others. “No matter how resilient or strong, women—and particularly women of color—are feeling the brunt of this recession due to systemic inequalities and stereotypes such as a women’s role in society as the homemaker or the caregiver," said Mason, whose group is partnering with the brand. In particular, No7 will provide resources for women to help them reenter the workforce, including a free virtual job summit on Feb. 24 in partnership with organizations such as Reese Witherspoon's production company Hello Sunshine. "What I want people to take away: If you are in a situation where you’ve been impacted, if you’re looking to pivot your career or you just need advice to better balance work/life, you’ll get help with this job summit," Raghavan said. The personal care brand will also provide $100,000 worth of free coaching sessions from The Female Quotient on topics such as interviewing and networking. In addition, the company is releasing a female-produced film about the economic plight of women. Created by Berlin Cameron and VMLY&R, the film features a campaign mural by artist Sydney G. James and a cover of Marvin Gaye’s iconic What’s Going On by vocalist Ruby Amanfu. “The unequal impact of this recession jeopardizes the progress towards a more equitable society that women, and No7, have strived towards for decades,” Raghavan said.