DESIGNME, the professional, vegan Canadian haircare brand, has unveiled Rooting for All Women, a limited-edition campaign honouring women, their evolution, and the power of transformation at every stage of life.
From artists behind the stylist chair to creators, salon owners, and consumers, women help bring DESIGNME to life every day. Rooting for All Women builds on the brand’s long-standing commitment to confidence, creativity, and self-expression – values that have been at the heart of DESIGNME since its inception in 2016, said the company.
“Rooting for All Women is about honouring the many transformations women experience – personally, professionally, and creatively,” said Cynthia Desrochers, VP Global Marketing and Digital at DESIGNME. “It’s a celebration of resilience and reinvention, while also creating meaningful impact for women who need support most.”
Inspired by the idea of metamorphosis, the campaign reflects moments of growth, renewal, and empowerment, mirroring the transformations women navigate throughout their lives, said the company
As part of the initiative, DESIGNME will donate a portion of proceeds from the limited-edition collection, up to a maximum total donation of $10,000, to women’s support organizations in North America. The brand will also continue its commitment beyond the campaign, with additional initiatives planned throughout the year in support of charities, it said.
A portion of the Canadian proceeds will benefit Chez Doris in Montréal, an organization dedicated to providing safety, resources, and opportunity to women in vulnerable situations.
“This partnership reflects our mission in a meaningful way: transforming corporate commitment into concrete action,” said Diane Pilote, Executive Director of Chez Doris. “Access to essential hygiene and hair care products plays a vital role in restoring confidence and self-worth. DESIGNME’s support directly helps preserve the dignity and autonomy of the more than 1,700 women we serve each year.”
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