Make-up brand Lottie London is empowering its Gen Z audience to stay safe in relationships ahead of Valentine’s Day with its latest brand campaign.
Two out of every ten women in the US aged 18-29 have experienced sexual harassment online, with one in two of these being sent unwarranted explicit images, according to data from sexual wellbeing charity Brook.
However, less than 45% of Gen Z said they knew where to go to report sexual harassment issues, despite this being one of young people’s top five concerns.
In a bid to empower its community, Lottie London has launched its Consent to Kiss campaign in partnership with Brook, a UK-based charity dedicated to supporting young people to educate them on the importance of consent and safety issues in relationships both on and offline.
10% of sales from the brand’s Valentine’s collection will go to the charity, helping to provide education, counselling and wellbeing programmes to young people, as well as training to youth workers.
“At Lottie London our core brand values are aligned towards supporting our community, by helping to foster a safe space for young people to lead their lives equipped for any challenges ahead,” said Nora Zukauskaite, Global Marketing Director at Lottie London.
“Our Gen Z community are digital first and we want to help them by giving them the tools and education surrounding sexual harassment online and offline.
“We are proud to be partnering with the amazing ongoing work that Brook is doing to help young people.”
Lottie London's Valentine's collection includes two new eyeshadow palettes
“Consent is fundamental to so many aspects of our lives and is the bedrock of healthy relationships and safe, pleasurable sex,” added Becci Shutt, Head of Education at Brook.
“That’s why we’re proud to be partnering with Lottie London this Valentine’s Day to raise awareness around consent and healthy relationships, both on and offline.
“By working together, we can ensure that even more young people have access to information and advice that will empower them to lead healthy, happy lives.”
Lottie London’s Valentine’s collection includes a heart-shaped Cheeky Kiss lip and cheek tint, as well as two nine-pan eyeshadow palettes: Fired Up, featuring warm neutral shades, and the cool green Totally Mint.
It also features two new shades of the brand’s Oil Slick lip oil, Watermelon and Blueberry, a pastel pink and lilac shade respectively.
Consumers can shop the collection now at lottie.london and asos.com
