MUMBAI : SUGAR Cosmetics, one of the fastest-growing premium makeup and beauty brands in India aims to raise awareness about female foeticide, this Women's Day. The Ministry of Finance estimates that, as of 2014, 63 million women in India have gone missing due to both differential female survival and sex selection. While the national child sex ratio in 1991 was 945 girls for every 1,000 boys aged 0 to 6, by 2011, it had fallen to 918. Over the coming decades, this trend will contribute to a deepening marriage squeeze that will make it increasingly difficult for young men to find wives. According to a study by demographer Christophe Guilmoto, by 2060, more than 10% of men will still be single by the time they turn 50 years old.
To raise awareness about the alarming issue of female foeticide and infanticide in the country, SUGAR Cosmetics has launched its latest digital campaign #getthepicture #betterwithher. The campaign aims at inspiring consumers to emphasize on how important women are, and what their families would look like without them. Furthermore, the brand urges us all to pledge and stand against female foeticide and infanticide through a simple act on their social media platforms between the 6th – 8 March 2020.
This Women’s day, SUGAR asks women to show their support for the cause by uploading a family photo across social media platforms like Instagram, Facebook and Twitter wherein they simply scribble out the women in the picture along with the message – ‘This Women's Day, make a difference by being the voice of those who didn't make it! Do your bit to stand up against female foeticide and infanticide in India. So spread the message and show your support by uploading your scribbled photographs, so the world can truly #GetThePicture. #BetterWithHer #TrySUGAR #SUGARCosmetics’.
The brand aims to engage with approximately 4500+ influencers to create maximum reach and engagement in this campaign. Alongside this, with the purchase of every SUGAR Minis Set this March, SUGAR Cosmetics will give a part of the proceedings towards fighting this societal evil.
Speaking about the campaign, SUGAR Cosmetics CEO Vineeta Singh says, “SUGAR as a brand caters to strong, independent millennial women. We have always believed that everyone is equal. Both men and women deserve the same acceptance and access to a flourished life. With this campaign, we want to raise awareness in the community and encourage families to accept and love every girl child. Our idea with this campaign was to showcase what families would look like if the women didn’t exist. We want to inspire our community to fight against female feticide and embrace a girl child - because she is capable of great things!"
