Are Media partners with OGX Haircare to launch BODfest festival
Are Media has today launched BODfest, a network-wide celebration of body positivity with presenting partner OGX® Haircare, culminating in a mini-festival featuring a host of international and Australian personalities.
OGX® Haircare’s partnership with BODfest will be amplified across Are Media’s brands through editorial and native features, advertising, video, social media, podcasts, PR, and at BODfest Live. Other sponsors include Grey Goose, Maybelline, and La Roche Posay.
Are Media – BodFest 2022
The agenda-setting initiative centered around all things body confidence, body positivity, and self-love, BODfest comes as exclusive Are Media research shows eight in ten Australian women feel dissatisfied with their bodies. More than six in ten said it was very important for beauty and fashion brands to represent different body shapes, ethnicities, sexualities, and those with disabilities.*
Running across Are Media brands including The Australian Women’s Weekly, marie claire, ELLE.com.au, beautyheaven, BEAUTY/crew, bounty and Who, BODfest will encompass a range of topics from mental health, sex and relationships, inclusive fashion and beauty, and wellness to celebrate and build self-acceptance in all Australians regardless of age or identity.
Are Media will also release the results of a body confidence index white paper and launch a BODpod takeover across the Nova Podcast Network.
Culminating with a day-long mini-festival celebrating mind and body confidence and self-acceptance, BODfest concludes with a live event in Sydney on Saturday, 8 October at Paddington Town Hall, which will also be virtually broadcast across the country, featuring live talks, tutorials, entertainment, brand activations, and sampling.
Author and model Emily Ratajkowski will headline the BODfest festival along with the international queen of “realistic clothing hauls” Remi Bader. Other speakers include Maria Thattil, Moana Hope, Samantha X, Vanessa Haldane, Khadija Gbla, and Jules Robinson, with more to be announced.
Leia Berryman from OGX® Haircare commented: “OGX is the loving brand that delivers salon-quality, high-performing formulas for every hair type. Diversity and inclusivity are integral to everything we do from the range of products we make to the real, diverse people who represent and work on our brand. BODfest is a perfect platform to engage our audiences with meaningful and authentic communications and we look forward to working with the Are Media team to bring it to life.”
Maybelline marketing director, Alexandra Shadbolt, said: “As a cosmetic brand with youth influence, Maybelline New York is committed to ensuring those facing mental health challenges are aware of a range of tools and resources at their disposal. The statistics are shocking with 70% of young Australians suffering a mental health difficulty not getting the help they need, with suicide remaining the leading cause of death for young Australians aged 14–25.”
La Roche brand manager, Posay Priya Bhatti, contributed: “We’re delighted to be part of a movement that is celebrating self-acceptance and self-care. We know quality of life is truly impacted by those with skin health concerns. That’s why, for over 40 years, La Roche-Posay has worked with dermatologists to develop skincare products that protect and cater to all skin needs.”
Are Media head of commercial marketing, partnerships, and PR, Claudine Hall, added: “Body confidence is a social movement that advocates for embracing and accepting all definitions of beauty and body standards. Our research shows that women continue to doubt their shapes and sizes, ages, or the conditions they were born with.
“As Australia’s leading content company for women, reaching eight in ten each year, we created BODfest as a joyful celebration empowering women to love who they are. OGX® Haircare’s values are closely aligned with these objectives and we’re delighted to have their support as our presenting partner.”
*Are Media, Research, Health & Wellbeing survey was conducted on 21 May 2022 and included 1,526 respondents women 18+ alongside the Deakin University Psychology Mental Health Study.
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