Paula’s Choice

#choosethefight

Paula’s Choice, a results-driven skincare brand, launched their Good Fight initiative, a campaign to celebrate women in all walks of life empowering other women. To get the word out we partnered with 75 micro influencers from all over the country, to share emotionally accessible stories of challenge and triumph. The results were overwhelmingly positive and inspirational, with high-levels of engagement for each influencer. The Good Fight influencer program resulted in 42,000 likes and 1,900 comments, and generated 2,200 new Instagram followers for Paula’s Choice.

Client
Paula's Choice
Industry
Skincare
Services
Influencer, Public Relations, Events
Well folks, just like everyone I have struggled with loving my body and being accepting of it. For many years I have always thought about what should I look like.. Should I be fitter? The usual body issues... but, through COURAGE I said I am beautiful no matter what! 💛 and that's what I want to share with you guys, everyone is full of both inner and outer beauty! 👏🏻 so join me with paulaschoice and the #choosethefight movement! What's your story? class=lazyload #ad

Well folks, just like everyone I have struggled with loving my body and being accepting of it. For many years I have always thought about what should I look like.. Should I be fitter? The usual body issues... but, through COURAGE I said I am beautiful no matter what! 💛 and that`s what I want to share with you guys, everyone is full of both inner and outer beauty! 👏🏻 so join me with paulaschoice and the #choosethefight movement! What`s your story? #ad ...

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I’ll never forget the time when someone in front of me at a Starbucks drive-thru paid for my order. It inspired me to pay for the person behind me.  Sometimes something simple might be a courageous act of kindness to someone else. It would have been a lot more comfortable for that person to only pay for their order, or for me to just take a free grande two pump vanilla latte made with almond milk (😋) than to continue the love. But courageousness is contagious! And courage doesn’t have to always be something HUGE. Look for ways to be courageous every day. I’ve teamed up with paulaschoice to #choosethefight for courage over comfort class=lazyload #ad

I’ll never forget the time when someone in front of me at a Starbucks drive-thru paid for my order. It inspired me to pay for the person behind me. Sometimes something simple might be a courageous act of kindness to someone else. It would have been a lot more comfortable for that person to only pay for their order, or for me to just take a free grande two pump vanilla latte made with almond milk (😋) than to continue the love. But courageousness is contagious! And courage doesn’t have to always be something HUGE. Look for ways to be courageous every day. I’ve teamed up with paulaschoice to #choosethefight for courage over comfort #ad ...

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This is me right now. Tired, and yet choosing everyday of the last 14 years to stand up for all children who deserve a great education. To help close the achievement gap in urban education and change history. 👊🏽 Who else knows teachers who return 3 weeks before school starts to make sure they are the utmost prepared to give their students the BEST education possible? I do. And for that I always #choosethefight and do what is right. ❤️ And guess what? Now I teach alongside many of former students who have returned to teach and #givebacktoothers 🙌🏽 #backtoschool #mystory #returntoreality class=lazyload #sponsored

This is me right now. Tired, and yet choosing everyday of the last 14 years to stand up for all children who deserve a great education. To help close the achievement gap in urban education and change history. 👊🏽 Who else knows teachers who return 3 weeks before school starts to make sure they are the utmost prepared to give their students the BEST education possible? I do. And for that I always #choosethefight and do what is right. ❤️ And guess what? Now I teach alongside many of former students who have returned to teach and #givebacktoothers 🙌🏽 #backtoschool #mystory #returntoreality #sponsored ...

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What’s one time when you chose courage over comfort? For me, being a mother is a great example of choosing COURAGE over COMFORT! It is hard, exhausting, demanding! But I have decided to stand up and help in the work of creation, to lose myself in serving, loving and educating my little kade and chose courage over comfort! paulaschoice #choosethefight class=lazyload #ad

What’s one time when you chose courage over comfort? For me, being a mother is a great example of choosing COURAGE over COMFORT! It is hard, exhausting, demanding! But I have decided to stand up and help in the work of creation, to lose myself in serving, loving and educating my little kade and chose courage over comfort! paulaschoice #choosethefight #ad ...

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Let’s share a little encouragement: what’s one instance where you chose courage over comfort? There are so many tiny victories that we can celebrate daily, when we #ChooseTheFight. I was asked this question by paulaschoice and my first thought was the overwhelming community I found in you all, after choosing the uncomfortable space of courage. A year ago, maybe even a year and a half, I slowly started opening up about adult acne. Showing my spots, my scars, no makeup. And so many of you reached out dealing with the same struggle. So many of you saying how isolated you feel by your skin. But know you are not alone nor are you defined by your skin. Choosing the courage to reach out and share your skin story, share what has/hasn’t been working for your skin in the comments, sharing how it connected you to a new friend. No matter your fight, these are the reasons we choose courage over comfort. Because sometimes like your skin, you must bare it all to fully embrace the healing process. To bring restoration to that beautiful spirit inside. class=lazyload #sponsored

Let’s share a little encouragement: what’s one instance where you chose courage over comfort? There are so many tiny victories that we can celebrate daily, when we #ChooseTheFight. I was asked this question by paulaschoice and my first thought was the overwhelming community I found in you all, after choosing the uncomfortable space of courage. A year ago, maybe even a year and a half, I slowly started opening up about adult acne. Showing my spots, my scars, no makeup. And so many of you reached out dealing with the same struggle. So many of you saying how isolated you feel by your skin. But know you are not alone nor are you defined by your skin. Choosing the courage to reach out and share your skin story, share what has/hasn’t been working for your skin in the comments, sharing how it connected you to a new friend. No matter your fight, these are the reasons we choose courage over comfort. Because sometimes like your skin, you must bare it all to fully embrace the healing process. To bring restoration to that beautiful spirit inside. #sponsored ...

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It took me a while to figure out what I wanted to share for my Good Fight Story for paulaschoice campaign. I try to be courageous in my daily living but I think what takes me out of my comfort zone is something that I don’t normally talk about. And that is my love of God and my belief in having faith in Jesus Christ. My life has taken many twists and turns and I never thought I would be where I am today without the Lord’s many blessings. I lost my first husband to cancer when my two boys were 7 and 4. Being a single mom was a scary proposition. How would I survive? Through God’s many gifts, I have thrived and found new love with my husband Michael. (We just celebrated our 5th Wedding anniversary.) My boys are healthy and happy. God is good! We just need to trust and surrender to Him every single day. I hope to continually step out of my comfort zone and remember that He is in charge and all will be well. Through Him, I will keep up the Good Fight. #ChooseTheFight #paulaschoice #keepingthefaith #timetogetreal

It took me a while to figure out what I wanted to share for my Good Fight Story for paulaschoice campaign. I try to be courageous in my daily living but I think what takes me out of my comfort zone is something that I don’t normally talk about. And that is my love of God and my belief in having faith in Jesus Christ.
My life has taken many twists and turns and I never thought I would be where I am today without the Lord’s many blessings. I lost my first husband to cancer when my two boys were 7 and 4. Being a single mom was a scary proposition. How would I survive? Through God’s many gifts, I have thrived and found new love with my husband Michael. (We just celebrated our 5th Wedding anniversary.) My boys are healthy and happy. God is good! We just need to trust and surrender to Him every single day.
I hope to continually step out of my comfort zone and remember that He is in charge and all will be well. Through Him, I will keep up the Good Fight. #ChooseTheFight #paulaschoice #keepingthefaith #timetogetreal
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I just love this sentiment...so why not be reminded on a tee?! I’ve gotten so many kind compliments and words of encouragement from you all. Thank you. And I’m trying to be courageous - get outside of my comfort zone and be more true to myself both here on social media and on my blog (and, of course, in real life). Believe it or not, I’m not comfortable taking photos nor with sharing more of my personal life. But, in reality, that’s what we’re all doing, right? Showing up, trying to be the best version of ourselves, and living our true lives. I understand more of what you are looking for. Inspiration, yes. But more camaraderie, community. I’m so grateful for this lesson. Happy Friday friends! #courageovercomfort #ChooseTheFight class=lazyload paulaschoice

I just love this sentiment...so why not be reminded on a tee?! I’ve gotten so many kind compliments and words of encouragement from you all. Thank you. And I’m trying to be courageous - get outside of my comfort zone and be more true to myself both here on social media and on my blog (and, of course, in real life). Believe it or not, I’m not comfortable taking photos nor with sharing more of my personal life. But, in reality, that’s what we’re all doing, right? Showing up, trying to be the best version of ourselves, and living our true lives. I understand more of what you are looking for. Inspiration, yes. But more camaraderie, community. I’m so grateful for this lesson. Happy Friday friends! #courageovercomfort #ChooseTheFight paulaschoice ...

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Thank you to our friend pikepetals for sharing her Good Fight story. Check it out on her channel, and share your Good Fight by taking a screenshot of our Instagram Story in Highlights. class=lazyload #ChoosetheFight

Thank you to our friend pikepetals for sharing her Good Fight story. Check it out on her channel, and share your Good Fight by taking a screenshot of our Instagram Story in Highlights. #ChoosetheFight ...

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paulaschoice asked influencers to share their fight! My fight has always been my confidence. I grew up in a family that values humbleness, so words of praises and affirmation were nonexistent, and for the longest time, I was in a relationship where the other person made me feel ugly inside and out, every single day. It’s been a really difficult journey, but I’ve been learning to love myself a little more each day, to ignore the toxic comments, to surround myself with people that uplift my spirit ❤️ I’ve realize that self love is the best gift you can give yourself 😊 I finally feel what I’ve been lacking for the longest time: inner peace and true happiness class=lazyload #choosethefight#sponsored

paulaschoice asked influencers to share their fight! My fight has always been my confidence. I grew up in a family that values humbleness, so words of praises and affirmation were nonexistent, and for the longest time, I was in a relationship where the other person made me feel ugly inside and out, every single day. It’s been a really difficult journey, but I’ve been learning to love myself a little more each day, to ignore the toxic comments, to surround myself with people that uplift my spirit ❤️ I’ve realize that self love is the best gift you can give yourself 😊 I finally feel what I’ve been lacking for the longest time: inner peace and true happiness #choosethefight#sponsored ...

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Courage Over Comfort — leaving your comfort zone can seem scary & daunting but that’s why I’m teaming up with paulaschoice to #ChoosetheFight! Stand up for those in need, start that business, do what feels right for you. #AD I’m constantly trying to chose courage over comfort by sharing my real life struggles with you all & by refusing to let anyone make me feel bad for who I am and my life choices. I’m doing what feels right for me & you ALL should be doing the same. Don’t let fear rule you. class=lazyload #thefashionbiblemiami

Courage Over Comfort — leaving your comfort zone can seem scary & daunting but that’s why I’m teaming up with paulaschoice to #ChoosetheFight! Stand up for those in need, start that business, do what feels right for you. #AD I’m constantly trying to chose courage over comfort by sharing my real life struggles with you all & by refusing to let anyone make me feel bad for who I am and my life choices. I’m doing what feels right for me & you ALL should be doing the same. Don’t let fear rule you. #thefashionbiblemiami ...

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You know something cool about being courageous? There are a lot of moments in your everyday that allow you to choose it over comfort.⁣ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣ When you’re at home, in an app-based rideshare, or casually chatting at work, the moment someone utters something unsettling - be it an ignorant comment about undocumented individuals, a condescending way to describe someone who doesn’t have a place to call home, or a patriarchal, infantilizing remark about a young woman’s wardrobe choices - you can say something and start a conversation!⁣ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣ If it’s someone you’re not close to, ask them a question. “Can you tell me what you mean by using that word?”⁣ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣ Or try this: ⁣ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣ “I heard you say [this offensive phrase] but I think you meant [this ethical, empathetic way of describing it].”⁣ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣ When I was in a car on the way to LAX a few months ago, my driver was saying the grossest things about a beautiful young woman walking by in a mini skirt.⁣ ⁣ We had a respectful conversation about agency, bodily autonomy, and it was pleasant, albeit tiresome. He THANKED ME and said he would think about that conversation for a long time because there were a lot of things he’d never considered before.⁣ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣ I hope you #ChooseTheFight today. Thanks to paulaschoice for starting this movement⁣ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣ #spon sored #redlipstick #blueglasses

You know something cool about being courageous? There are a lot of moments in your everyday that allow you to choose it over comfort.⁣
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When you’re at home, in an app-based rideshare, or casually chatting at work, the moment someone utters something unsettling - be it an ignorant comment about undocumented individuals, a condescending way to describe someone who doesn’t have a place to call home, or a patriarchal, infantilizing remark about a young woman’s wardrobe choices - you can say something and start a conversation!⁣
⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣
If it’s someone you’re not close to, ask them a question. “Can you tell me what you mean by using that word?”⁣
⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣ Or try this: ⁣
⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣
“I heard you say [this offensive phrase] but I think you meant [this ethical, empathetic way of describing it].”⁣
⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣
When I was in a car on the way to LAX a few months ago, my driver was saying the grossest things about a beautiful young woman walking by in a mini skirt.⁣

We had a respectful conversation about agency, bodily autonomy, and it was pleasant, albeit tiresome. He THANKED ME and said he would think about that conversation for a long time because there were a lot of things he’d never considered before.⁣
⠀⠀⠀⠀⠀⠀⠀⠀⠀⁣
I hope you #ChooseTheFight today. Thanks to paulaschoice for starting this movement⁣
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#spon sored #redlipstick #blueglasses
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Next Up, Products

With the ethos of Paula’s Choice firmly established, we needed to get the word out about the incredible products. We chose the launch of Paula’s Choice Omega+ Complex line as our starting point and conceptualized and produced a pop up shop for magazine editors, online editors and both macro and micro beauty influencers based in the New York area. Building off the lightweight and airy consistency of the products, we built a space staged with clouds against a sky backdrop, with multiple activations for photo and video. 175 people attended the event, which we followed up with a mailer to an additional 150 people across the country. The creative campaign results in more than 400 pieces of content reaching 32.7 million followers.

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