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JOHNSON’S unveils #PowerofGentle Campaign

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JOHNSON’Sâ has unveiled #PowerofGentle, a new social movement campaign that aims to inspire people to make more gentle choices in their lives and start a wave of change around the region.

As one of the leading skincare brands for women in the Middle East, JOHNSON’S® is encouraging consumers to rethink their perceptions of gentle and unlock its beautiful power
.

“#PowerofGentle is about reminding people that their everyday little choices can make all the difference – to their lives and the lives of others,” explained Josh Noble, JOHNSON’S® Middle East

.

Working with successful women from across the region, JOHNSON’S® kicked off the campaign with an inspiring panel discussion at a launch event in Dubai, series of testimonials by top influencers in the region advocating the #PowerofGentle
.

The panel was represented by Sheikha Haya Al Khalifa (@newnesmah), author of The Abundance Journal, the first Arabic book and program dedicated to helping people achieve and practice inner peace; Shaikha Al Qassemi (@kikiforcrossfit), a professional Emirati CrossFit athlete and the MENA region’s first female RedBull ambassador; Jumana Abu-Hannoud (@jumzhannoud), Managing Director of SOS Children’s Villages and the 2017 recipient of the Emirates Woman of the Year Award as well as its Humanitarian Award winner; and Heba El Mahdy, Country Director for Egypt and East Africa at Johnson & Johnson, TED speaker and passionate promoter of women’s empowerment in Egypt
.

The women spoke about why they choose to embrace #PowerofGentle as a philosophy for life, and how their gentle choices and actions have helped them reach the pinnacles of their respective careers

.

“It’s often the case that successful women are portrayed as strong, fierce, cut-throat even. And sure, this might be the perception of me as a CrossFit athlete. But my mission is not to win at my sport at all odds. It’s to use my sport to inspire others, especially women, to reach that point of non-judgment; that point of love, peace and atonement. This kind of healing has such an empowering effect on you and the people around you. That’s why I’m choosing to embrace the Power of Gentle,” said Shaika Al Qassemi
.

“JOHNSON’S has always stood for gentle. As a beauty brand, we want to harness the access we have to women during those solitary moments of ‘me-time’, when they are taking care of their skin and likely to have a few minutes of quiet reflection. It’s a perfect opportunity to have a conversation of this magnitude, especially at this point in history. To get them to rethink gentleness. To share its power and start the ripple effect,” said Heba El Mahdy

.

Leading female social media influencers lending their support to the campaign include fashion and beauty blogger Dalal Al-Doub (@dalalid); lifestyle YouTuber Njoud Bint Mshaal (@njoudsh1); Hijabi athlete Manal Rostom (@manirostom), whose closed Facebook group Surviving Hijab is recognized as the most successful private group on the social media network; makeup artist Asya Shah (@aaqshah); and dietician and wellness consultant Liliane Zaher (@dietliliane)

.

The social influencers’ videos, in which they share what #PowerofGentle means to them, will initiate a call-to-action to encourage others to make gentle choices in their lives. Anyone who is inspired by the campaign is invited to share their daily gentle actions using the hashtag #PowerofGentle.

“Our hope it that this campaign will remind people that in every situation they have the power to choose how they will respond or act. To realize that their choice could be the beginning of a ripple that inspires or deters. It’s time to choose a better way, the gentle way, and release its exponential power,” added Noble.

The JOHNSON’S® #PowerofGentle campaign will be supported through upcoming collaborations and calls-to-action across the Middle East

About ديانا سكووب (328 Articles)
ديانا النابلسي إعلامية سورية متخصصة بالاعلام التلفزيوني والاذاعي والتصميم الغرافيكي و وسائل التواصل الاجتماعي ورئيسة تحرير مجلة #ديانا_سكووب وهي موقع ثقافي اجتماعي فني و منصة تفاعلية تغطي مختلف الأنشطة و الفعاليات الفنية والثقافية والموضة والأزياء والصحة والأسرة والعقار وغيرها من المواضيع التي تهم كلا الجنسين

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