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Advertising Gender Equality

JustFab aims to inspire women with ‘Jeaniuses’ campaign


By Kyle O'Brien, Creative Works Editor

August 29, 2018 | 3 min read

E-commerce site and lifestyle brand JustFab, is using its platform to empower and inspire women with its newest campaign, ‘Jeaniuses’. With it, JustFab is urging women not focus on the tired, “who are you wearing?” but rather “what are you achieving?”


JustFab promotes 'Jeaniuses' in empowerment campaign

The program launched on Women’s Equality Day (Aug. 26) featuring the ‘Jeaniuses’ – five notable females who seek to empower and motivate other women through their successes. The campaign, which highlights the stories of these women and what they have encountered throughout their careers, aims to take a stance on women’s equality by breaking the standard of talking about fashion, and instead, focusing on their genius.

The women spotlighted include: Claire Wasserman, co-founder of Ladies Get Paid, Betty LaMarr, founder and chief executive of EmpowHer, and Hanna Lim, founder of Lollaland. Rounding out the group are those who have excelled in the typically male-dominated sectors of science and tech – engineer and entrepreneur Noramay Cadena of MakeInLA, and Martie Hasleton, PhD, a world-leading researcher on how ovulatory cycles influence women’s sexuality. ‘Jeaniuses’ offers these women a platform to encourage fellow females to break the barriers of equal pay, challenge traditional roles and establish equally successful and lucrative careers for themselves.

“Much of the mainstream denim season dialogue is focused on what women are wearing rather than what they are doing. At JustFab, we wanted to turn that on its head and inspire our members with these incredible stories and accomplishments from female frontrunners outside of the fashion industry,” said brand president, Traci Inglis, in a release. “Our members inspire us and in turn inspire the styles and experiences we create for them, which is why we wanted to provide them with these powerful stories that will inspire them to tap into her own ‘jeaniuses.’”

‘Jeaniuses’ is live on with video and written content also appearing on the brand’s social channels and email newsletters. Each of the ‘Jeaniuses’ – featured wearing a simple white tee and JustFab jeans – shares her discoveries and contributions to her respective field to encourage larger conversations about women’s equality.

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