Beauty and the Beast
{22nd Century AD} … the girl has to save herself from the curse of the creature called ‘Inequality’
The L’Oréal Foundation is committed to social causes based on the two fields of expertise, science and beauty. Taking this platform further Anushna Vassa a Communication Design student — in Mumbai creates a stark campaign bringing to light the gender pay gap issue and empowers women to speak for their rights!
Are we all worth it?
The gender pay gap can be a problem from a public policy perspective because it reduces economic output and means that women are more likely to be dependent upon welfare payments, especially in old age. The gender pay gap reduces women’s lifetime earnings and also affects their pensions this is one of the significant causes of poverty in later life for women.
The data shows gender pay difference widening with higher skill level — while there is no gender pay gap in semi-skilled work, the gap touches 20% for skilled women and 30% for highly skilled occupations. The gap increases with experience and is highest at 15% in favour of men for talent with 10 and more years of experience, showed the Monster Salary Index (MSI) index.
Nearly 60% of working women in India surveyed feel discrimination at work and over one-third of the women feel that they are not easily considered for top management role.
The gender pay gap is the average difference between the remuneration for men and women who are working. Women are generally considered to be paid less than men. In India, women are paid 19% less than men on average, as of July 2019. Men get paid Rs 242 every hour, women earn Rs 46 less. The difference between the remuneration for men and women is reducing economic output and affecting the GDP of the country.
It’s time to make a change cause…‘We are all worth it!
L’Oréal India was awarded the EDGE Certification after a rigorous audit by EDGE, which included a comprehensive review of the company’s gender policies and practices, detailed analysis of company statistics from the entire workforce, and evaluation of the employee experience in terms of career development opportunities at the company.
This speculative campaign hopes to stir enough emotions and gather the required momentum in all sections of society, as the language of beauty is the language all women speak and beauty brands need to speak up on relevant causes by telling a compelling story which empowers women and girls for years to come.
Disclaimer: All creatives are hypothetical classroom projects.
All rights reserved.
Creative Mentor: Program Director — Utkarsha Malkar
Author | Design Thinker | Creator
A desire to understand the world and to improve it always remains at the core. Design is a managed process and my quest for knowledge is subject to an inquiry of the apparent, the imagined and the recalled. As I speculate and design, my liberty of self-expression is in direct correlation to my existence and knowledge.
