(F)EMPOWERMENT: An International Women’s Day Special!


Today we celebrate the 105th International Women’s Day. As we reflect on women’s achievements (from the political to the social) and remind ourselves of the distance still left to travel before we reach true gender equality, we thought we’d round up some of our favourite examples from the (F)EMPOWERMENT trend. This is a trend that showcases how brands and startups are responding to the rising expectations that brands move beyond outdated gender stereotypes, and truly serve, celebrate and empower women and girls.

So dive right in and get inspired by some of these awesome examples of (F)EMPOWERMENT in action, pulled from our Innovations Database. As we continue the march towards gender equality, this trend is sure to evolve in some exciting and powerful ways. Fun for trendspotters to track – even better to be the innovators making it happen!

Sephora Brazil

Region Brazil
Industry – Beauty & Cosmetics
Campaign suggests women don’t use cosmetics to please men

In September 2015, Sephora Brazil released a campaign to promote a new collection of lipsticks with 83 different shading options. The campaign featured the phrase: ‘Women get dressed to please men’, replaced below with: ‘Do you think I got 83 lipsticks to please someone who doesn’t know the difference between bordeaux and burgundy?’.


Region – Turkey
Industry – Government & Public Sector
Park seats shield women from unwanted attention

October 2015 saw the mayor of Avcılar install 600 single seats in the Istanbul district’s parks. According to Mayor Handan Toprak, the seats are designed to enable women to enjoy sitting in the park, having seen that they are uncomfortable sharing three-person benches with men they don’t know – which also tends to invite rumors. The flower-shaped individual seats rotate 360 degrees and also feature a space for women to hang their handbags.

Region – UK
Industry Fashion

Etailer’s campaign boosts women’s body confidence

The ‘I Wish I Could Wear That’ digital campaign was created by Rankin for Amazon Fashion. Designed to show women that they can have the confidence to wear what they want, the campaign features an albino model, a plus size model and an extra tall fashion blogger, along with three women who were scouted via social media having posted messages about their lack of body confidence. Released in November 2015, the British fashion photographer’s campaign was featured across Amazon’s European sites.


Region – Ethiopia
Industry – Non-profit & Social Cause
Personal care products help girls living in poverty cope with menstruation

Be Girl was founded to tackle the difficulties that menstruation creates for girls around the world who live in poverty and do not have access to the necessary sanitary products. UNESCO estimates than one in ten girls in Africa misses school during her period, and this increases dropout rates among girls. The US-based Be Girl created two reusable solutions, the Period Panty (USD 12) and the FlexiPad (USD 6). As of October 2015, when consumers buy one of these products, Be Girl gives one to a girl in the developing world. The organization is planning a large-scale pilot test in Ethiopia in 2016.

Little Ms. Crate

Little Ms. Crate
Region – United States
Industry – Education
Subscription box for girls focuses on STEM careers

Crowdfunded in December 2015, Little Ms. Crate is a US-based service providing a monthly subscription box designed to encourage girls into STEM careers. Subscriptions are priced from USD 29 per month, with each box featuring toys and activities to inspire both solo and group play. Each month, the box focuses on a new career in STEM fields, such as astronaut or chemist, for example.

Each of these examples were pulled from our Innovations Database, available as part of the Premium Service.