Haircare brand TREsemmé has announced its new #WomenLeadTheWay initiative, devised to help close the gender pay gap and fight for equality.
Shockingly, in 2019 only 21% of fashion and beauty brands are run by women, which is astounding when you consider that women are the target market. TRESemmé has announced its plan to help solve the problem, starting with their own employees. The high street favourite have pledged to change their company structure by hiring more women for senior roles and promoting mentorship opportunities for female staff members, no matter what their job title.
The game-changing campaign couldn't come soon enough. With a report published this summer confirming that the British beauty industry is now worth £30 billion to the economy and employs nearly 370,000 people and another 220,000 in the law and social work sectors associated with the industry, it's about time women got in on the industry that they're almost solely funding. In fact, as of this year the beauty industry is even bigger than the car industry. Take that BMW.
Executive Vice President and Chief Operating Officer of Glory and Personal Care at Unilever North America (the company that own TREsemmé), Esi Eggleston Bracey, announced the brand's plans for the initiative:
‘Women should have access to training, mentorship and resources that can help support and propel them forward and we as companies and organisations in the industry should be accountable for providing those’.
It’s a refreshing and important stance for a major brand to take, especially considering the recent Rockefeller Foundation report earlier this year which found that only 6.6% of leadership positions in Fortune 500 companies are held by women.
Credit where credit is due, TRESemmé is definitely heading in the right direction, but there's still a lot of work to do. Here's hoping other brands follow suit and join the most important beauty trend of 2019.