- LUX launches its first interactive training programme fueled by real-life consumer insights and co-designed with DE&I behaviour change experts to counter sexism in the workplace.
- LUX Allies Against Workplace Sexism is a training programme that will equip both men and women with skills to identify and stand up against everyday sexism and ultimately become allies.
SINGAPORE –
Media OutReach – 14 December 2022 – With a mission to power women with the strength to express their femininity without fear of everyday sexist judgments, Unilever’s global beauty brand LUX takes another leap forward in fighting everyday sexism at the workplace. This month LUX has launched the Allies e-learning programme – a free global training resource for companies to rally colleagues to come together and stand against everyday sexism.
Everyday sexism exists regardless of profession, country, or cultural background. This is even more prevalent and ingrained in developing and emerging countries. Despite greater advocacy for gender equality since the #MeToo movement took off, sexism and sexual harassment continue to be persistent issues that plague society today. LUX’s ‘Finding Strength in Beauty’ 2021 whitepaper supported this view and discovered that women regularly face up to 17 types of judgements, 70% of which are appearance-related with even 26% worried about being seen as overly successful at work.
Purpose built into its business model LUX understands the daily plight of women and how much judgements can impact confidence. Being recognised as the 15th most chosen brand and the third most chosen beauty brand in the world by
Kantar, the brand has the scale to make a difference for good in people’s lives. This has been reflected in its content, products and partnerships that have made a positive impact in the markets it operates in.
Led by Wunderman Thompson, the communications are rooted in real-life insights relevant to the audience in developing and emerging markets that LUX serves. The brand is behind award-winning and purpose-driven campaigns such as “
In Her Shoes” and ‘
UNSTOPPABLE“, which made waves in advocating for greater social inclusivity against sexism in the respective countries.
Today marks a new chapter for LUX through the creation of an e-training programme to give women and men the tools to call out and stop bad behaviour in the workplace. The course called ‘
LUX Allies Against Workplace Sexism‘ has been designed with a DE&I behaviour change expert to counter sexism in the workplace. Furthermore, it was created specifically for emerging markets where patriarchal values and the traditional mindset about gender roles are entrenched in society.
Severine Vauleon, Global Brand Lead at LUX, says, “Beauty can be a powerful source of strength and self-confidence for women. At the workplace in particular, confidence and self-belief can make a huge difference in a woman’s job satisfaction and career trajectory. As a brand that touches the lives of millions of women worldwide, we want to be an enabler that supports women’s confidence and authenticity to thrive, rather than see them self-edit and wither. As such, we will continue to help women everywhere fight casual sexism especially related to their experience, at home, in the workplace and in wider society.”
In today’s climate, personal values drive consumer preferences. Through the brand, LUX is taking action to drive positive change. Often, it is the small and seemingly harmless instances of everyday sexism that are working to maintain and normalise inequality between men and women.
“We intend to use our extensive breadth to help all women worldwide to be given the freedom to express themselves and allow their authentic selves to shine through. LUX shall continue to create blockbuster ads and tools to spark conversation around everyday sexism and empower people to stop it.”
LUX Allies Against Workplace Sexism programme is structured as three module pillars –
AWARE, ACT and
ALLY. It confronts participants with everyday scenarios in the workplace where women may face casual sexist remarks from colleagues – whether male or female – and simple yet effective actions to call out these belittling comments. Equipping them with the knowledge and tools through the Allies programme, LUX ultimately seeks to empower and inspire participants to become an ally against everyday sexism and put a stop to it, both at and beyond the workplace.
To drive home this agenda, LUX worked with organisational and behavioural scientist and indigenous rights advocate,
Matthew J Yazzie, who specialises in workplace discrimination and launched Allies, an e-learning resource. Matthew played a pivotal role in creating the content schedule for the modules. Part of the modules, he sheds light on casual sexism being often built into everyday phrases, and how it can sometimes be difficult to notice how some words can hide biased judgements.
The modules uses short-form videos to highlight seemingly casual remarks that disempower individuals based on gender stereotypes and share how simple yet effective actions to call out belittling comments can make a difference.
From today, anyone can access the Allies programme at no charge via
LUX’s website and complete the modules to be a certified ally against sexism. Encouragingly, individuals who completed the Allies modules shared that they have become more cognizant of the underlying gendered biases in everyday conversations at the workplace and beyond. This gives people greater confidence to stand their ground and call out such behaviour, especially if they feel supported by a network of allies around them.
Nicolas Tran Dinh, Global Digital & Masterbrand Lead at LUX, shares, “Women, just like men, want to live in a world where they have equal opportunities to be their best selves. The first step in reducing the pressures of everyday sexism that women face starts with us. We must be more aware of our actions and be allies rather than bystanders to support women to rise above daily judgements. This is how we can build a world where men and women are celebrated equally and why we are providing this training as a free resource for all companies.”
Echoing his comments, Hinoti Joshi, Global Business Director, from Wunderman Thompson, Singapore, who leads LUX communications, adds, “This is the next step in our Purpose journey towards our end goal of putting an end to everyday sexism. WT APAC and Unilever staff will be actively using it as part of our training to help empower and inspire a community of women and allies to speak up and hold their truth for their beliefs.”
Allies may be accessed at
https://www.lux.com/arabia/en/luxalliesagainstsexism.html.
Hashtag: #LUX
The issuer is solely responsible for the content of this announcement.
About LUX
LUX has been celebrating beauty and femininity since 1925. We understand that beauty is a woman’s armour, her source of strength. It is hers to express unapologetically. We will continue to help women everywhere fight everyday sexism at home, in the workplace and wider society. LUX is committed to reduce instances of, and inspire women to rise above, everyday sexism through content, activations and partnerships.
About Wunderman Thompson
At Wunderman Thompson we exist to inspire growth for ambitious brands. Part creative agency, part consultancy and part technology company, our experts provide end-to-end capabilities at a global scale to deliver inspiration across the entire brand and customer experience.
For more information, please visit us at www.wundermanthompson.com and follow Wunderman Thompson on our social channels via Twitter, Facebook, LinkedIn, and Instagram.
Services
Stakeholder mapping, analysis, engagement and communication needs to be detailed to avoid business losses or even worse, a crisis. How can you do this effectively to prevent failure? ...
Data-driven business decisions have never been as crucial, especially in this era. MGBF leverages off, technology, experience and market presence to aid businesses in making accurate decisions. ...
MGBF provides comprehensive strategic advice and results-focused solutions to solve clients' problems in business-government relations so they can focus on their core business. ...
A critical business challenge is meeting the right decision-makers and potential buyers through the best channel and platform. How will you improve your business competency? ...
Upcoming Events
In this episode of 'A Working Lunch with Nordin', MGBF's Nordin Abdullah and regional commentator Eddin Khoo will discuss the biggest threats and opportunities for businesses as we look to manage change in the South China Sea.
This MGBF Roundtable will feature thought leaders form Japan, Australia, Singapore and Malaysia dealing with the critical issues of manipulation of public listed companies and government and their financial impacts.
A series of networking sessions with various business associations and trade organisations exploring high-value opportunities for business leaders and entrepreneurs looking to build the relationships that matter.
This integrated event will include a forum, dedicated business matching, site visits, a gala dinner and a round of golf. Aptly themed, the focus will be on regional food security issues and trends in the context of the supply chain, agriculture technology and trade regulations and policies.
MGBF In The News
Planet QEOS and China Machinery Engineering Corporation (CMEC) are interested in investing RM10 billion to co-develop advanced Megawatt peak (MWp) agrovoltaic in Baram, to further boost Sarawak’s green energy initiative and food security. Sarawak Premier Datuk Patinggi Tan Sri Abang Johari Tun Openg was briefed on Friday by both the […]
Last week SPM results came out, 373,974 aspirants who have been waiting patiently over the last few months would now know their fate. Some 10,109 have received all A’s, the golden standard of academic success and the ticket to those looking to study the “more advanced” subjects in university. Proudly, […]
The classic knee-jerk reaction is to say, fire the coach, change the leadership of associations, and reduce the funding till they start performing better. This kind of negative reinforcement may work for kindergarten children, but we are dealing with high-performance adults – individuals much further along in their psychological and […]
Since its earliest tea plantations in 1929, Cameron Highlands has grown to become a key player in the agricultural landscape of Malaysia, producing 40 per cent of all vegetables grown. Despite Malaysia shifting its economic focus away from agriculture, the industry remains imperative for food security and the livelihoods of […]
Although at first glance the travel industry and the agricultural sector appear to have nothing in common, they actually share more than meets the eye. The economic benefits of tourism to the agricultural sector can be multiplied several times over. “Tourism brings the end consumers closer to the source, which […]
The Malaysia Global Business Forum (MGBF) recently held a high-level roundtable themed ‘Designing the Future of the Digital Economy’, attended by industry leaders and business associations. The guest of honour was Yang Berhormat Syerleena Abdul Rashid, the Member of Parliament (MP) for Bukit Bendera in Penang. The MP’s Special Session […]
The Malaysia Global Business Forum (MGBF) will be hosting a roundtable on ‘Designing the Future of the Digital Economy’ on 23 February 2023. It is the culmination of the first three MGBF Exclusive Roundtable Series titled ‘The Evolving Threat Matrix in the Digital Economy’ held throughout 2022. According to the […]
The Founding Chairman of the Malaysia Global Business Forum (MGBF), Nordin Abdullah, today spoke on Bernama TV’s leading English talk show, The Brief, hosted by Jessy Chahal, on the topic of a stable political reality and what that means for the Malaysian economy. Nordin said, “The first thing that it […]
More than 1,100 years ago, Muhammad ibn Musa al-Khwarizmi was developing the mathematical formulas that we know today as algorithms which now have become so intertwined with the business fortunes of global media giants and the very fabric of geopolitics. A series of recent high level international reports have revealed […]
KSK Land has been recognised by the Malaysia Global Business Forum (MGBF) for its role in attracting high net-worth individuals to Malaysia post-pandemic. The first challenge in investor attraction is “selling” the country. In the context of Asia, Malaysia is competing with some very established investment destinations. The second […]
Malaysia, in particular Kuala Lumpur, continues to position itself as a regional centre to do business, educate a family and enjoy a global lifestyle. One company, KSK Land, has taken the lead in positioning itself and the city of Kuala Lumpur as a property investment destination for the global citizen […]
The upcoming budget represents an opportunity to build resilience in the critical sectors that will form the backbone of the country’s future-facing economic ambitions. This however needs to be achieved in the context of managing the community sectors most impacted by COVID-19 over the past two years. The Keluarga Malaysia (Malaysian Family) […]
Malaysia Global Business Forum (MGBF) has moved to support the creative economy as the overall economy moves into a recovery phase following the COVID19 pandemic. As a step in the direction of normalcy, the MGBF has agreed to host the art exhibition “I Know You’re Somewhere So Far” by one […]
Congratulations to Datuk Seri Ismail Sabri Yaakob for taking up the mantle of the ninth prime minister of Malaysia. There is nothing normal about the situation; it could not have been scripted but it has kept the spectrum of media, mainstream and social, gripped. The first order of business for […]
In a stirring speech to the nation, President Joseph R. Biden, Jr. stamped his brand of leadership on the presidency, in his first act as the 46th president of the United State of America, it signaled several shifts. Perhaps the weather was foreboding with snow falling before the ceremony that […]
KUALA LUMPUR, 6 July 2022 – As the global economy continues to deal with unprecedented levels of disruption caused by the pandemic and the conflict between Russia and Ukraine, the convergence of energy security and food security issues has become a front-of-mind issue faced by policy makers and consumers alike. […]
KUALA LUMPUR, 23 June 2022 — Malaysia Global Business Forum (MGBF) ties up with scoutAsia to ensure that businesses are equipped with deeper regional insights. The past two years has seen a massive shift in the way businesses are conducted with digitisation, digitalisation and automation continuously being adopted to improve […]
KUALA LUMPUR, 25 May 2022 – The Malaysia Global Business Forum (MGBF)’s exclusive roundtable on ‘Security Concerns in Critical Value Chains’ was held in a hybrid setting yesterday at the Eastin Hotel Kuala Lumpur. The guest of honour was Yang Berbahagia Tan Sri Dato’ Seri Rafidah Aziz, former minister of […]
We live in the age of crisis. At the heart of any crisis is the threat of rapid change. Change too deep or too wide that the current coping mechanisms for an individual, corporation or government are unable to remain resilient. An unwelcome paradigm shift, like the proverbial spider, that […]