Clinique Canada has launched a partnership with AFC Toronto and Canadian Women & Sport to promote participation in sport among young women through a national marketing campaign that combines athlete ambassadors, retail activations and consumer events.
The initiative, centred on the campaigns “The Difference is You” and “Unstoppable Together,” pairs the skincare brand with the Northern Super League club and the national non-profit organization as they seek to highlight the role sports participation can play in confidence, well-being and personal growth for girls and young women.
The partnership comes as Canadian Women & Sport points to research showing declining participation among teenage girls despite growing visibility for women’s professional sports.
“Canada is experiencing unprecedented momentum in women’s sport,” said Marijke Vandergrift, Director, Brand & Partnerships, Canadian Women & Sport, an organization that champions gender equity in sports. “The past three years have been transformative. A generation of girls is growing up with women’s professional sports as the norm – and that’s shifting what is possible.”
According to Canadian Women & Sport’s Rally Report, participation in sports contributes to social connections, mental health and body image for young women. The organization said its research also found that 62 per cent of Canadian teenage girls do not participate in sports, representing a decline of 14 per cent over the past decade.
The campaign features six AFC Toronto players: captain Nikayla Small, midfielder Nyota Katembo, defenders Zoe Burns, Kaela Hansen and Sarah Rollins, along with Kaylee Hunter, who was named the Northern Super League’s Rookie of the Year last season.
The players appear in “The Difference is You,” which runs through July 31 and features Clinique’s Black Honey Almost Lipstick.
“Every athlete brings something unique to the game”, said Kathleen Hegarty, Vice President, Brand and Partnerships, AFC Toronto. “They may wear the same jersey and work toward the same goal, but each player has her own personality, story, strengths, and way of expressing herself. That’s what makes this campaign resonate so strongly. It’s a reminder that confidence isn’t about fitting into a single mold. It’s about embracing what makes you uniquely you.”
Clinique said it will extend the campaign nationally through digital media and consumer events in partnership with Sephora and Shoppers Drug Mart.
From July 25 to July 28, the company has hosted a pop-up installation at CF Toronto Eaton Centre, where visitors can try the featured product and participate in a digital activation that creates personalized player cards for display within the exhibit.
The campaign concludes its first phase with “Almost Lipstick Day” on July 28, ahead of International Lipstick Day on July 29.
“July 29th is International Lipstick Day but since Black Honey is not quite a lipstick, not quite a gloss and more than a balm, Clinique is declaring July 28th Almost Lipstick Day,” said Susy Brown, Marketing Director, Clinique Canada. “Every time a young woman steps onto the pitch, court, or track, she builds something more lasting than a winning record: the confidence that defines true beauty. By partnering with AFC Toronto and Canadian Women & Sport, we are empowering young women to feel confident in who they are and what they can achieve.”
A second phase of the initiative, titled “Unstoppable Together,” is scheduled to run from Aug. 10 through Sept. 30 and will feature Clinique’s Moisture Surge collection.
Clinique, founded in 1968, said its products are sold in 107 markets worldwide. AFC Toronto is a founding club in the Northern Super League, while Canadian Women & Sport is a national non-profit organization focused on advancing equity for women and girls through sport.
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