Beauty in support of female empowerment

Born in the distant and effervescent 1950s, Leocrema turns the spotlight on the strength and desire for recovery of our beautiful country, taking concrete actions to support one of the most problematic areas of our times: the world of work, especially in relation to women.

Thus the project was born Leocrema for Women, in collaboration with Piano C, a Milanese association which for a decade has been dealing with professional redesign, training and female empowerment.

Women and work, a combination to be valued – The pandemic context has highlighted the criticalities of a work-system that needs to be innovated: it is a social, economic and cultural transformation that sees us all involved and protagonists.

Women, who in the world of work were already – or better still – penalized, find it particularly difficult to move successfully in today’s context. However, Leocrema believes that a new, more inclusive and equal paradigm is possible. She therefore takes the field to make her contribution to female empowerment because the recovery of the world of work also starts from believing in oneself, from working to improve oneself and to learn to love each other, day by day, in one’s own skin.
«For Leocrema, the encounter with Plan C immediately made clear a communion of intentions: to make a real difference in the lives of women. In a complex historical moment like the one we are experiencing, believing in positive change is an act of courage that we owe to ourselves », declares Michela Catroppa, PR & Communication Manager of Leocrema. “We are proud to be able to remind women how important it is to love each other, to value themselves and above all to find the courage to reinvent themselves starting from their strengths”.

«Plan C has always believed that the road to change is made up of meetings and alliances. Female unemployment is a national emergency; it is a dispersed pool of human capital which constitutes a loss for women, families and society as a whole. This is why we at Piano C take care of the skills, talent and desires of these women. ” declares Sofia Borri, President of Piano C. “Collaborating in this historic moment with a brand like Leocrema, which for 70 years has set itself the goal of caring for women, is for us an important signal and an example of those virtuous alliances that the basis for real change “.

Leocrema supports female talent – With the Leocrema for Women project, the brand supports Piano C Factory, a professional redesign process designed for unemployed or badly employed women, aimed at enhancing female talent in the world of work.
The path, free and guided by qualified professionals, opens with a call with national circulation on June 14, 2021 and is divided into three phases:
1. From 14 June to 14 July 2021, interested women will be able to apply to participate in the training course by filling in the appropriate form available on www.pianoc.it;
2. On 19 July 2021, among the applications received, a first selection of forty women will be announced who will benefit from two free training webinars provided by Plan C. The webinars are designed to be a further selection moment, which will allow you to choose between the 40 participants the 12 finalists, but also of in-depth training with moments dedicated to theoretical and practical suggestions for self
empowerment and employment research;
3. On July 30, 2021, the outcome of the second and last selection of twelve women will be announced who, starting from September 14, will be able to access the entire three-month professional re-planning process.
The course does not aim to provide specific skills to carry out a particular profession, but tools that can be used in any field, which allow participants to pursue their aspirations and continuously propose themselves in a new way, in line with the fluidity that characterizes today. the labor market. Piano C has trained over 600 women in just two years with the exclusive proprietary and validated Work Design method; 75% of the participants six months after the conclusion of the path declared that they had found a job suitable for
own needs and ambitions. #AmatiNellaTuaPelle – Leocrema shares with Plan C the values ​​and objectives that are the cornerstones of this project: passion for what you do, commitment to keep improving, desire to make a difference. The brand speaks to women the language of inclusion, with the intent of triggering a positive change for the individual and for the society in which we live: from the constant study of effective and safe formulas, performing and reliable products are born, which make it possible to love each other in the own skin.

Because this is where true well-being originates: from feeling at ease with yourself and the choices you make, in life as well as at work. Unexpressed skills will not be able to flourish if not cultivated: recognizing one’s talents is the first step in being able to design a present that truly reflects who we are. The Leocrema for Women project is aimed at women who really want to get involved to get what they want and to love themselves again in their own skin.

SCHWARZKOPF HEADS, FREEDOM STARTS FROM THE HEAD
Milan, May 2021 – Schwarzkopf Heads, Freedom starts from the head: this year the project born to support female empowerment continues, which represents Schwarzkopf’s concrete commitment to enhance, share and spread female talent and celebrate
the uniqueness of each woman, her freedom of thought and expression.

Schwarzkopf, the brand among the leaders in coloring, hair care and styling, has always taken care of women’s heads, takes care of them and appreciates their thousand diversities. But head doesn’t just mean hair, it means above all brains and women’s worth. A value that must be supported
because unfortunately it is still being questioned: just think of the gender gap that still penalizes women in many areas – social and professional – and further exasperated by the pandemic.
But there is an important reality of women who have courageously started their own entrepreneurial activity and who, in the various difficulties, struggle to carry it forward. The Schwarzkopf Heads project this year aims to concretely support these small Italian businesses created by women who, with strength, passion and resilience, have chosen to go their own way with a start-up, a shop, a small company or a digital company. Schwarzkopf has decided to devote effort and energy to these activities that during the pandemic were penalized by the important closures, dedicating its media budget to concretely support women.

The Schwarzkopf Heads project develops on several levels. The first concerns the creation of a live geo-localized digital platform until 31 December 2021 that collects the stories of women entrepreneurs who want to tell about themselves and bring new life and vitality to their business.
Inside, an interactive map will give every woman the opportunity to locate her store in order to target new potential customers and bring traffic to her business. It will be possible to register until June 30 and all companies that join this initiative will have the opportunity to participate in a competition whose prizes will be 10 Ticket Compliments vouchers of 5,000 euros to give them tangible financial help. Just log in to www.lalibertainiziadallatesta.it fill in your user profile and, to participate in the competition, create a video describing your business. After registration, a kit can be downloaded with instructions for sharing the initiative also on one’s social channels. They will also be able to affix the sticker of the initiative on the shop windows to capture the attention of consumers and recall the campaign.
But Heads does not live only in the digital world, it takes to the streets to maximize the campaign and the visibility of women’s businesses: 4 statues will be positioned in 4 Italian cities (Milan, Rome, Turin and Palermo) that will attract the attention of passers-by.
Historically, the statues that dominate the center of the squares represent poets, leaders, valiant characters on horseback, all men. Schwarzkopf’s project focuses precisely on this detail, turning it upside down: the statues depict very normal women represented
in their most conventional and stereotyped version: with a vacuum cleaner in hand intent on dealing with domestic matters. But Schwarzkopf’s claim is “Freedom starts from the head”. Here then is the plaque affixed to the pedestal which states: “Every woman is free to be
who wants. And it must also be free to choose ”.
On the plate there is also a QRCode that will give access to a series of information and contents that work in the exact opposite direction to the stereotype represented. Testimonials that demonstrate how entrepreneurship and, more generally, the female world is committed to conquering space and value. One more click will be enough to discover an AR map that is a showcase for many realities run by women in the surroundings of the various cities.
The campaign will also live on the points of sale where it will always be possible to access the platform via Qrcode. An initiative aimed at the final consumer has also been devised to respond to the increasingly important need to be digital and always connected: by purchasing a Schwarzkopf product, you can win a 150 gig data sim every day and a tablet with 150 giga.