Burt's Bees conducts breast cancer campaign
Toronto-based personal care products company Burt's Bees has begun a new campaign called “Looks Do Matter,” intended to support women with breast cancer. The company is conducting the initiative in association with charitable organization Look Good Feel Better and features Jodi-Ann Blackwood, a Toronto makeup artist who recently underwent cancer treatment.
Look Good Feel Better conducts workshops that teach women undergoing treatment techniques to manage its appearance-related side effects with skincare, cosmetics, wigs, scarfs, breast forms and garments and others. The intent is to increase self-confidence, self-expression and a sense of normalcy, as well as to create a community of women facing similar issues.
The Burt's Bees campaign makes use of reversed video of a woman with cancer putting on makeup. It was developed by DentsuMcgarryBowen.
“The purpose of this video is to show the power of beauty and makeup in restoring self-confidence for women facing cancer,” said Natalie TomYew, a vice-president at the agency. “The reverse time lapse illustrates the loss of identity many of these women experience but ends in real time to show how Look Good Feel Better helps women reclaim some sense of normalcy.”