It's International Women's Day... "Vacuums are 20% off" or "free liposuction", what now...? Does it make you want to roar?
Celebrated every year on 8 March, International Women's Day is very start-up-y this year. The United Nations is proposing to reflect on innovative ways of advancing women's equality and empowerment, integrating start-ups and social entrepreneurs in this dynamic. Here is the opportunity to tell you more about our convictions.
No, ALL TIGERS does not offer a discount for Women's Day.
To propose a commercial offer on March 8, it has become almost an obligatory passage. All brands compete with ideas. But no, ALL TIGERS does not offer any special discounts for International Women's Day.
The problem is the message that a special 'Women's Day' offer involves. Last year, the feminist newsletter Tapage emphasized that it was often a Festival of advertising messages completely off topic. And we've all been annoyed by those kind of discounts: vacuums at 20% off and liposuction for free, it is the great vomit of offers that brings every woman to her condition of object or, at best, "responsible for purchasing", the modernized name of the housewife of less than 50 years, this popular marketing target of advertisers. At ALL TIGERS, it give us the urge to roar!
We have better things to say, better things to do that day. We just want to tell you a little more about how we make our convictions live in the heart of the ALL TIGERS brand and this, 365 days a year. And if you like our lipsticks, you can enjoy them all year round.
Can a lipstick be feminist?
It was a huge issue of women's rights, and we couldn't help but ask: what about lipstick? Of course, for some, it looks like a symbol of a dated superficial image of the woman, of dictates of beauty that is imposed on her... Not so simple.
We want to believe that with ALL TIGERS Lipstick can play a much more positive role : it is ultimately only what every woman wants to do, a symbol which she can seize if she so desires. So many women who we have met through our developments perceive it first and foremost as a weapon for self-confidence. Of course, we do not pretend to embrace all feminist currents with a lipstick, we'd be fooling ourselves: too big of a task for us. But at our level, we are convinced that Lipstick can and should help bring up the voice of women.
ALL TIGERS, a brand created for women...
If the brand has a point of view that could be described as militant, it is that some values are anchored in ALL TIGERS ' DNA, because they have in fact presided over its creation. Here's the explanation.
ALL TIGERS, a lipstick born from an uprising.
As a staple for the brand, there is this simple principle: During her life, a woman swallows a large amount of lipstick. Up to 2kg?! What are the main components of the market's lipsticks: Petro-chemical derivatives, ingredients of animal origin that are never clear on the back of labels, and many other questionable components. But the first culprit are these oils from petroleum, silicons that gives that smooth texture, participate in wear of the lipstick, but they add up everywhere, in your organism and in the environment. If the brands were more respectful of women, would they not have already changed their formula...?
From a father to his daughter
Alexis, the founder of ALL TIGERS, became aware of the subject when his pre-teen daughter began to show interest in makeup. He realized that the women around him, even those that were choosing organic for many other things, did not cross over the eco-friendly makeup: because the natural alternative that did not appeal or mean something to them, not hip enough, not trendy enough, not pleasing enough, not fitting with their expectations. Women are finally forced to compromise, where they should be in a position to demand the best.
There are also very close issues for example in the world of feminine hygiene, which is now discovered to be neither satisfactory nor truly healthy. Many startups are now taking on the subject, to offer safer alternatives.
... A brand created by women!
To understand how these values are embodied in the brand, it must already be understood that ALL TIGERS is not the brilliant idea of a person, but that it was born by appealing to the collective intelligence of women.
ALL TIGERS co-created on social networks
The creation of the brand was done on Instagram: a page opened very early in the project, a call launched on social networks: "what if we created the perfect Lipstick?". 300 followers on the first day! The community grew progressively, and women were able to take over, to approve of each step, according to their beliefs. A crowdfunding campaign, successful at 320% +, crowned this phase of creation where women had validated everything, colors, packaging, natural and vegan formulas, but especially the values.
Because that is the issue. What values does my lipstick stand up for? In lipstick ads, women can either smile or be seductive. Is that the role that brands assign to women in society? Uh... for example, don't they have the right to speak, too?
ALL TIGERS values
For yes, yes they have the right to! The liberation of this word from women is also the key to the progress of their condition. Women have the right to speak loudly, to speak badly, to talk about futile things or to carry a political message: in all cases, the most important is the ability for them to let their voices be heard.
And makeup should play this role of unveiling self-confidence, a personality booster. This is how each color of ALL TIGERS lipstick bears a name, "CALL ME QUEEN", "LEAD THE GAME", "STEAL THE SHOW" as a slogan, as a mantra, as an affirmation of your right to be treated with respect.
ALL TIGERS wants to portray women as determined, courageous, committed. And it's creating quite the talk of beauty brands, who have accustomed us to stage romanticism or seduction... Hence the #morethanlipstick hastag found on our Instagram account: Yes, It's much more than a lipstick. It's an emblem for women. On the ALL TIGERS blog, we give an open mic to women through interviews, that combine sisterhood, ambition, entrepreneurial spirit... and a still a little about beauty! In short, the idea is to offer a voice to women with affirmed convictions, engaged in their professional and personal lives.
The Tiger as emblem for women
At the very beginning of the project, when didn't even have a name yet, a woman said "with the revival of feminist movement I feel strong, powerful, yet threatened, and the questionable ingredients in cosmetics are yet another example of being endangered".
Powerful and endangered... The parallel with the King of the jungle stood out to us: the Tiger, so powerful and yet endangered... We are all tigers, we are ALL TIGERS! It has become the emblem of the brand: be aware of your strength, and this does not lessen your trials, obstacles, difficulties, oppositions, or threats.
The Tigers 1% shareholders of the brand: a support to local people
Member of 1% FOR THE PLANET, ALL TIGERS donates 1% of its sales to the Association POH KAO, founded by Véronique Audibert, which supports Tiger protection programs in Asia. Saving the Tiger is far beyond being interested in a single animal. There are whole eco-systems to preserve as consequences of global warming... but above all human activities, such as deforestation or poaching, which exposes vulnerable local population to organized criminal organizations.
These projects are thus started in partnership with local people, often very poor, who depend most and foremost on the forest's natural resources. And women play an essential role in those communities, both in cohesion and in their food activities.
ALL TIGERS... at the United Nations Organization [UNO]??
In the episode of the beauty toaster podcast where he was interviewed, the founder of ALL TIGERS explained about his daughter that "Her passion is the place of women in society. And as she inspired the project to start with, she's been a great help. It avoids losing sight of the original goal, to forget why ALL TIGERS exists. It's much more than a lipstick. We must always remember the positive message that we want to propose to women, the values of courage, of strength, of determination that we want to carry.
For some, creating a lipstick brand is dreaming of seeing it worn for a Couture fashion show. My goal is to see it worn by a woman who would be speaking at the General Assembly of the United Nations, or who would be receiving a Nobel Prize. That's what makes things move for women. And I think for my daughter, that would be the real reason for pride. Basically, that's why ALL TIGERS was born. " We're counting on you, girls. Go get it, the Nobel Prize, and don't forget your ALL TIGERS.
What do you think? Is it going too far to claim feminism for a lipstick? Do you think that a lipstick should not play that role or, on the contrary, it is necessary today for each brand to make a statement and let it be heard? Don't hesitate to let us know.
And be convinced, the Queen of the jungle is you. Wanna to take over ALL TIGERS? Subscribe now to our Instagram page, and let your voice be heard. We consult with our community at each key milestone of the brand. We want to hear you roaaarrr!
[Photo : Chick McClure]