Our Fight Against Everyday Sexism
A Journey of Transformation
Since 1925, LUX has been a pioneer in promoting beauty as a source of strength for women and empowering them to confidently express their femininity without fear of everyday sexist judgments. Today, LUX remains steadfast in its commitment to standing beside women in their ongoing battle against pervasive judgment-based issues like everyday sexism.
We began our purpose journey with the Born This Way campaign that rallied South Africans and people from around the world to show their support for Caster Semenya in her fight against the unjust IAAF ruling. Through this we stood with Caster and, by extension, all women to shed light on the issue of Everyday Sexism and state that no woman should be stripped of being a woman or judged for how they look.
We took our commitment further with the Change the Angle campaign that challenged the media to shift the focus from objectifying female athletes to celebrating their sporting prowess and achievements. Through the campaign film we launched a set of guidelines to help drive behaviour change amongst the media and broadcasters.
We believe that beauty is a woman’s strength, not a weakness. Her beauty and femininity should be entirely hers to express as she pleases – unapologetically
Link to social pages:
https://www.instagram.com/lux_southafrica/
