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Estee Lauder begins We Are Plenty campaign

Cosmetics company Estée Lauder Canada has begun a new advertising campaign called “We Are Plenty” to coincide with International Women’s Day on March 8. According to the company, the campaign “encourages women to take a moment for themselves at the end of a busy day.” It also promotes the company’s Advanced Night Repair skin care product. The campaign features three Canadian women: publisher, radio host and artist Leslie Yip; Joanne Kotsopoulos, a scientist and professor at the University of Toronto; and Annieka Francis, a registered social worker. The campaign will consist of social media content, in-store materials and out-of-home executions.

“‘We Are Plenty’ is a sentiment that recognizes the challenging circumstances each woman faces, while also complimenting their strengths and empowering women to be the best they can be,” said Elodie Richard, executive director and brand lead at Estée Lauder Canada. “To reinforce our commitment, we have partnered with the Canadian organization Up With Women, a national charity dedicated to assisting at-risk women by helping them build a sustainable pathway out of challenging circumstances into rewarding careers. Our social media call to action aims to give back to the community by allowing every Canadian to participate and show support by posting on any social platform they choose.”

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