At Aveeno®, we recognize the importance of our role in helping to create a more representative industry and supporting all our consumers’ skin health. While we know there is much more work to be done for the black and brown community, we’ve made progress to help live into our long-term commitments.
Innovate for Inclusivity
We continue to advance our innovation process to ensure development of more relevant, representative, and culturally competent research & skin health solutions including increasing representation in clinical studies and testing our products across the full Fitzpatrick scale.
In 2020, we established the BIPOC Advisory Council, an employee group that contributes to our ability to innovate with inclusivity. The BIPOC Advisory Council provides dynamic, real-time, and fast feedback to help guide thinking and support in the development of inclusive insights, science, consumer perception, communication & shape internal practices. The Council participates in surveys, focus groups, product trials, retail shopping excursion and more to help provide meaningful insight and guidance to our innovation teams.
Use Our Voice for Good
We’ve provided more than $100K in financial support for activists and organizations fighting for social justice and racial equality.
Additionally, we knew we could do more to ensure black female entrepreneurs have opportunity in the industry. To support this mission, the Aveeno Skin Health Startup Accelerator was launched in December 2020 in partnership with Essence to expand black owned brand presence in the skin care industry. Aveeno reviewed more than 100 proposals on how to harness the power of natural ingredients to create meaningful skin, face or scalp care products. The winners each received $100,000 in funding as well as mentorship from Aveeno and Essence. The selected winners were:
- Dr. Isfahan Chambers Harris from Alodia Hair Care, which addresses the chronic scalp conditions that plague individuals with textured hair. Her initial research showed that people with textured hair types struggle with scalp disorders such as seborrheic dermatitis, eczema, psoriasis and dandruff, at a more significant degree and is dedicated to finding a solution. Her current products offer science-based hair products made from ingredients inspired from nature and address the misinformation that exists around textured hair. Alodia Hair Care was created with the primary goal of educating and empowering women around the globe.
- Tackling another untapped consumer need, Ari Turner presented us with Look Good, Live Well, natural skincare line. Ari has introduced unique natural ingredients to her formulations that could raise the bar on natural ingredient propositions, and we were inspired by her ambition to normalize prestige skincare. All products are formulated with the purpose of protecting and enhancing your melanin to get rid of dark spots and provide glowing skin.
We joined hands with our sister brands, Johnson’s® and Desitin®, to partner with Some Spider to launch “From The Start: A Parent’s Guide to Talking About Racial Bias.” Together, we’ve built a destination to equip parents with the tools to begin discussing race and bias with their children. By educating parents, we hope we can raise a more inclusive generation that is ground on the importance of diversity, equity and inclusion and the importance of celebrating the uniqueness of everyone they meet.
Address Skin Health Disparities
Throughout the past year, we’ve focused on driving stronger awareness around eczema.
Eczema is the second most frequent skin disease in skin of color and is one of the most common skin disorders seen in infants and children overall. Often, however, eczema can be misdiagnosed or improperly treated in skin of color as it presents different in skin tones with more melanin.
With our strong heritage in sensitive skin, Aveeno® is on a mission to help increase education on eczema in skin of color as well as help more than 100,00 individuals find stronger relief in 2021.
We continue to educate dermatologists through our partnership with the American Academy of Dermatology and Skin of Color to drive enhanced understanding of skin of color.
Drive Economic Advancement in Industry
We recognize racial injustice can’t be solved by or through marketing. However, marketers and advertising have a huge influence in shaping people’s perceptions and can play a powerful role in disrupting stereotypes and encouraging positive cultural attitudes.
In June 2020, in solidarity with the Association of National Advertisers (ANA) and the Alliance for Inclusive and Multicultural Marketing (AIMM), we signed a petition holding ourselves accountable to aggressively pursue equity and create systemic change in advertising and marketing. Read here.
Thus far, we’ve been able to increase diversity of our agency teams, advance our diverse supplier roster, enhance representation in front and behind the camera, integrate more robust tools to measure, track, optimize impact of multicultural initiatives, and have included specific DE&I metrics in our agencies year-end evaluations and pay-for-performance compensation models to measure the impact of our efforts.
Proudly, we’ve increased representation across our brand and product communications, influencer engagement and healthcare professional partnerships.
Our Race to Health Equity
We are proud to be part of Johnson & Johnson Family of Companies.
In November 2020, Johnson & Johnson announced a $100 million commitment over the next five years to invest in and promote health equity solutions for Black people and other communities of color in the United States.
The Company’s commitment prioritizes three key areas: Healthier Communities – investing in programs that help provide equitable healthcare for underserved communities; Enduring Alliances – forging partnerships and alliances that combat racial and social health determinants; and People First Culture – focused on cultivating a diverse and inclusive workforce that inspires innovative healthcare solutions around the world.
This includes a goal of achieving 50% growth of our African American talent at the manager and above levels in the U.S. over the next five years, enhancing HR processes to optimize how we access, hire, and develop talent, as well as offering cultural immersion programs to enhance awareness and understanding. For more information, please read here.