The beauty industry can sometimes get a bad reputation for setting unrealistic standards for women, but one makeup and skincare giant is dedicated to beautifying the lives of 200,000 women by 2020 with its ‘20 by 20’ commitment.
Amorepacific Group has supported 172,000 women as of the first half of 2018, providing aid to women in health and wellbeing, as well as economic empowerment. In Singapore particularly, the Korean beauty company is in its second year of the makeup your Life campaign, its first global initiative that seeks to empower female cancer patients.
A beauty workshop that educates female cancer patients on skincare, makeup and feeling comfortable in their skin, the second edition held last month saw 44 participants from the National Cancer Centre Singapore (NCCS), over two sessions of two-hour programmes.
“Female cancer patients are twice as likely to suffer from stress as healthy women, due to changes in their physical appearances, such as hair loss and changes in their skin,” Lysan Chew, general manager of Amorepacific Singapore shares.
“At the workshop, cancer patients are educated on the effects of chemotherapy on their skin, how to care for it, as well as tips on makeup application. Patients are able to understand how to take better care of their skin, which enhances their confidence as they return to social or work life.”
Volunteers, consisting of experienced makeup artists, trainers, and staff from Amorepacific’s brands assist in these workshops, offering the participants individual attention and advice. Suitable products from across the Group’s portfolio are also used in the workshop regime, with a “focus on moisturising” properties and low alcohol content.
“This is not just a one day event, but rather a collective effort by participating parties to do their part to help cancer patients lead a more beautiful life.”
On a global scale, the makeup your Life campaign has benefitted 14,040 female cancer patients and involved 5,241 volunteers between 2008 and 2017.
We may be approaching 2020, but that won’t be the end of Amorepacific’s corporate social responsibility efforts, which focus on women, the natural ecosystem, and nurturing culture.
“By joining the United Nations-led movement, ‘Every Woman Every Child’, we hope to spread our vision worldwide and carry out our obligation to the fullest as a responsible global citizen. Amorepacific seeks to contribute to achieving two Sustainable Development Goals (SDGs)—a collection of 17 goals set for the United Nations General Assembly—in gender equality and responsible consumption and production,” Lysan says.
This ultimately fulfils the company’s ethos, which is to beautify women’s lives.
“Our vision is one where every woman can live her best life, as she desires, and contribute to a more beautiful world.”
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