“Canada is experiencing unprecedented momentum in women’s sport,” says Marijke Vandergrift, Director, Brand & Partnerships, Canadian Women & Sport, an organization that champions gender equity in sports. “The past three years have been transformative. A generation of girls is growing up with women’s professional sports as the norm – and that’s shifting what is possible.”
According to The Rally Report, Canadian Women & Sport’s flagship research study on the state of women and girls in sport, participating in sports plays a crucial role in the lives of young women, positively impacting social connections, mental health and body image. But the current system is failing that demographic. The Rally Report data reveals that 62% of Canadian teenage girls do not participate in sports at all – a decline of 14% over the past decade. Vandergrift says that seeing women athletes who reflect girls’ unique identities and experiences can be life-changing.
Leading skincare brand Clinique, who shares these core values of inclusivity and approachability, is on a mission to champion the importance of keeping young women in sport by highlighting the lasting benefits participation has on confidence, well-being and personal growth with the “The Difference is You” and “Unstoppable Together” campaigns.
Clinique is partnering with women’s pro soccer club AFC Toronto in a high-profile campaign featuring six of their players: Team captain Nikayla Small, Kaylee Hunter, crowned the Northern Super League’s Rookie of the Year last year, midfielder Nyota Katembo, and defenders Zoe Burns, Kaela Hansen and Sarah Rollins. “The Difference is You” campaign, which runs until July 31 st , features the players wearing Clinique Black Honey Almost Lipstick, the universally flattering, #1 prestige lip colour shade in Canada.*
“Every athlete brings something unique to the game”, says Kathleen Hegarty, Vice President, Brand and Partnerships, AFC Toronto. “They may wear the same jersey and work toward the same goal, but each player has her own personality, story, strengths, and way of expressing herself. That’s what makes this campaign resonate so strongly. It’s a reminder that confidence isn’t about fitting into a single mold. It’s about embracing
what makes you uniquely you.”
Clinique and retail partners Sephora and Shoppers Drug Mart will be spreading that message across Canada through digital media and consumer events at select stores.
From July 25 th to July 28 th , Clinique will be hosting a Pop-Up booth at the Toronto Eaton Centre on the 3 rd floor Sephora bridge to celebrate the AFC Toronto partnership. In addition to experiencing Black Honey for themselves, visitors to the Pop-Up can become part of Clinique’s “The Difference is You” digital campaign. A photo installation at the Pop-Up transforms guests’ images into a personalized player card which will be added to the booth’s digital display.
The campaign culminates with “Almost Lipstick Day” on Tuesday, July 28 th . “July 29 th is International Lipstick Day but since Black Honey is not quite a lipstick, not quite a gloss and more than a balm, Clinique is declaring July 28 th Almost Lipstick Day,” said Susy Brown, Marketing Director, Clinique Canada. “Every time a young woman steps onto the pitch, court, or track, she builds something more lasting than a winning record: the confidence that defines true beauty. By partnering with AFC Toronto and Canadian Women & Sport, we are empowering young women to feel confident in who they are and what they can achieve.”