This is More than a Lipstick

Vult launches lipstick with 100% of proceeds going towards dental treatment for Brazilian women who have had their mouths targeted by domestic violence

In partnership with NGOs, the brand highlights its efforts to inform society about violence against women and promotes a social impact movement to support victims of this type of violence

Research conducted in Brazil has highlighted the severity of the situation for women who suffer from domestic violence. According to the 10th National Survey on Violence against Women, released by the DataSenado Institute in November 2023, approximately three out of ten women in Brazil have been victims of domestic violence, totaling more than 25.4 million Brazilian women. Additionally, 74% of the respondents noted an increase in violence, and 67% of the aggressions were committed by intimate partners.

In response to this alarming reality, Vult - a Brazilian beauty brand from Boticário Group - presents the campaign "This is More than a Lipstick," aiming to support women who are victims of domestic violence in Brazil. The initiative stands out with the launch of a lipstick, the sale of which will have 100% of the proceeds donated to the NGO Turma do Bem. Through dental treatment, this organization aims to assist battered women who have had their teeth affected, aiming to restore not only their aesthetics but also their dignity and self-esteem, and to bring about a positive transformation in their lives. To enhance awareness, the brand has partnered with the Maria da Penha Institute, named after the Brazilian federal law, whose main objective is to prevent and combat domestic and family violence against women. This unique social product is available on the brand's e-commerce platform.

Renata Gomide, VP of Consumer at Grupo Boticário, emphasizes the importance of the project: "We want to multiply smiles and amplify the voices of these Brazilian women, so they can tell their stories and inspire society as a whole."

Campaign "This is More than a Lipstick"

In addition to launching the social product, the brand has released its new campaign film featuring the stories of Mônica, Rosangela, and Marli, women who have faced domestic violence and found the strength to start over. The campaign highlights the importance of dental treatment in restoring the self-esteem of these women, who are now smiling again and wearing lipstick. At the end of the video, the protagonists come together in a powerful message of resilience.

By purchasing the lipstick, consumers not only contribute to the dental treatment of women who are victims of aggression but also receive information about the issue and about the 220 Vults training course, now with a special module in partnership with the Maria da Penha Institute.

This strategy also included promotion by more than 150 influencers, who received the lipstick with the aim of amplifying the message and the actions developed by Vult to combat the rising cases of domestic violence in Brazil.

In addition to the campaign, Vult has developed other awareness-raising initiatives, such as organizing discussion circles in peripheral areas with the purpose of encouraging women to feel safe and empowered to identify and confront situations of violence in their lives, given that 67% of the victims identified the aggressor as their intimate partner.

"Our work doesn't focus solely on aesthetics but, especially, on restoring dignity to the patients, making them whole again. These are stories of pain and violence that have shattered these women's self-esteem. When they arrive at the office, some bring with them a worn-out, dry lipstick, almost a symbol of perseverance, ready to paint their lips with a new smile. Over time, I understood the magnitude of this simple gesture, how much it means to them: rebirth. And for our work to continue, we rely on society's support and engagement. Only then can we reach a greater number of women who often need this first step to restart their lives," emphasizes dentist Fábio Bibancos, who leads the project.

The entire campaign was conceived and developed by the agency PROS. "Shining a light on domestic violence is a way to recognize that this is a social problem, urgent and collective. As an agency led by women, we believe that our role can be a powerful tool to broaden society's perspective and build bridges that allow us to support those in need. Alongside Vult, a brand with massive reach that communicates daily with this audience, we can not only understand and transform these stories but also create a future of more hope for today's girls," say Daniela Graicar and Fernanda Tchernobilsky, Co-CEOs of PROS.

Moreover, the campaign has been expanded to include a free course in the "220 Vults" project, the brand's exclusive platform that, since 2017, aims to promote beauty as a tool for financial emancipation. Developed in collaboration with the Maria da Penha Institute, the module titled "Reclaim Your Pride and Empower Yourself" focuses on combating domestic and family violence against women. In addition to the specific module on domestic violence, the course offers three other modules that delve deeper into topics such as gender violence, the Maria da Penha Law, and the process of seeking help and support.