#RemoveAnti
FromAging

Our latest US-focused viral social media campaign #RemoveAntiFromAging, launched March 2024, aims to unite our collective voices, platforms and power as consumers, to call upon the beauty industry to stop using language, phrases and terminology that presents aging as negative and shameful; and to encourage beauty brands to actively play a key role in positively changing the narrative. 

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Combining User Generated Content, educational infographics and videos, reels to help support beauty brands and more, the campaign has been successful in highlighting, educating and inspiring brands and consumers alike to move away from negative rhetoric around ageing and to instead celebrate it for what it is: a privilege, not a punishment. 

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Original content included collaborating with global macro, mid & micro influencers with a combined following of 3.2 MILLION (all of which was organic and non-paid-for); creating our own visuals, infographics, stamps, stickers and gifs; and a call to action to encourage others to take part on social.