Gillette Venus has kicked off the second half of its campaign with England Lioness Lotte Wubben-Moy to tackle skin consciousness in women’s sport.
The Arsenal WFC player first partnered with the P&G-owned brand last summer for its #MoveYourSkin campaign, starring alongside World Champion Football Freestyler Lia Lewis in a photography series aiming to showcase ‘real’ skin.
Now, ahead of the Women’s World Cup later this month, Wubben-Moy will front a new TV advert for the brand, in which she discusses being comfortable in her skin both on and off the pitch.
More than a third of UK women said they did not want to participate in sport due to worrying about how their skin looks, according to Gillette Venus’ research.
“Football should be open to everyone but we all know it’s not, so when we have an opportunity to break down a barrier, we have to take it,” said Wubben-Moy.
“That’s why I’m proud to be part of Venus’s #MoveYourSkin campaign for a second year.
“As a player in the public eye, I sometimes experience insecurities about how I look, but being part of a team boosts your confidence and empowers you to celebrate differences and being unique.
“That’s something that all girls deserve to find.”
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As part of the campaign, Gillette Venus is also expanding its partnership with education charity Football Beyond Borders (FBB), aiming to bring its skin inclusivity message to more schools across the UK in the coming year.
“Nothing should hold women and girls back from playing sports and moving their bodies,” added Olivia Hughes, Senior Communications Manager for Venus.
“With another big summer of sports for the women’s game, this is truly about continuing what we started last year when we launched the Venus #MoveYourSkin campaign.
“We’re so proud to be working with Lotte again to front this campaign and help redefine what real skin in sport looks like.”
Following the England Lionesses’ triumph over Germany to win the Women’s Euros in 2022, beauty brands have increasingly been partnering with female sports stars in an effort to promote empowering messages to consumers.
Unilever was announced as an official sponsor of the Women’s World Cup this May, marking the first time that football association FIFA has partnered with a personal care brand.
Beyond football, Clinique teamed up with rugby star Holly Aitchison last year to fund grassroots rugby clubs and promote skin confidence in girls.
Gillette Venus’ latest ad will debut during the Women’s World Cup on 20 July, premiering in the Australia vs Republic of Ireland opening fixture, and will air across ad breaks throughout the tournament as well as digital and out-of-home (OOH) touchpoints.