Forget pink-washing—real Women’s Day marketing campaigns drive change that sticks.
Women’s Day marketing often slips into predictable clichés—flowery messages, pink-themed ads and token appreciation posts. But some brands dare to push past the superficial. Instead of just joining the conversation, they use their platforms to genuinely challenge stereotypes, share real stories and create meaningful change. These brands celebrate women by creating campaigns that truly resonate and drive lasting impact.
If you’re a startup trying to stand out this Women’s Day, there’s a lot to take away from brands that have successfully connected with their audience. Let’s take a closer look at some inspiring campaigns and what startups can learn from them.
1. Sephora’s “Together We” campaign: Redefining confidence and empowerment
Classes for Confidence Program at SEPHORA Singapore
Image from PR Newswire
In March 2023, beauty giant Sephora launched the “Together We” campaign for International Women’s Day. In this campaign, Sephora showcased inspiring stories, achievements and challenges from diverse women, including employees and brand founders like Miranda Kerr of Kora Organics and Huda Kattan of Huda Beauty. By spotlighting genuine journeys rather than fictional narratives, Sephora fostered deeper emotional connections with its audience.
But Sephora didn’t stop at storytelling. It expanded its impactful “Classes for Confidence” to 24 global markets—including France, Singapore and the United States. These free beauty workshops, hosted in partnership with non-profits, empower individuals navigating significant life changes, such as overcoming cancer, re-entering the workforce or undergoing gender transitions. Held in safe, judgment-free spaces, the workshops provided practical beauty techniques designed to boost confidence and encourage fearless self-expression.
Sephora’s campaign serves as a masterclass in purpose-driven branding. For startups eager to make a real difference, the message is clear: don’t just celebrate women—equip and uplift them through meaningful initiatives that outlast a single event.
2. PepsiCo’s “She is PepsiCo”: Challenging gender stereotypes head-on
Image from Pepsico’s Website
PepsiCo took a bold stance against gender stereotypes through its “She is PepsiCo” campaign, marking its third year in 2024. Instead of traditional product branding, PepsiCo turned delivery trucks into mobile billboards showcasing 28 inspiring female frontline workers across North America. These women, from delivery drivers to warehouse staff, became the face of inclusivity, visibly challenging gender norms in traditionally male-dominated roles.
Full-service vending driver Jolene Hermann, one of the honorees in the 2023 campaign, shared, “I am paving the path for women to work in what has typically been men’s work. I have seen more women come into this profession and am empowered by the fact that women are realizing that they can do the work just as well.”
This campaign’s strength lies in authentic representation. When women see others thriving in non-traditional roles, stereotypes are dismantled, making diverse career paths feel accessible. Startups can learn from PepsiCo’s strategic innovation by featuring real female talent through meaningful social media spotlights, partnerships or mentorship programs—strategies that genuinely foster inclusivity and equality.
3. Lululemon’s “FURTHER” ultramarathon: Shattering records and stereotypes
Screenshot from Lululemon’s Instagram
Lululemon made a bold statement on women’s endurance with its “FURTHER” ultramarathon, held from March 6 to March 12, 2024. Ten exceptional female athletes from Lululemon’s global ambassador collective challenged themselves to surpass the men’s six-day world record around Lake Cahuilla, California. Notably, ultrarunner Camille Herron set an astonishing 13 world records, highlighting women’s immense potential in endurance sports.
Participant and entrepreneur Vriko Kwok, who could barely run 1 km continuously a year before the event clocked a total distance of 303.3 km, shared, “I really hope that my journey can be an invitation to everyone, especially those who don’t see themselves as runners, to know that regardless of shape, size or pace, we all have it in us to go further, or at least your own version of further. It is one of the hardest things I’ve ever taken on, but I also tell myself if my dream doesn’t scare me, it’s not big enough.”
Beyond the race itself, Lululemon launched gear co-created with athletes, such as the Support Code Bra and a special edition BeyondFeel running shoe designed for peak performance. Blending purposeful storytelling with product innovation, Lululemon provided a blueprint for startups aiming to champion women’s empowerment through meaningful action that aligns with their business objectives.
4. Hershey’s “SHE” Bars: Combining simplicity and meaningful action
Image from Hershey’s
Sometimes, it’s the simplest ideas that resonate the most deeply. Hershey’s International Women’s Day campaign in 2024 demonstrated just that. In the campaign, the brand transformed its iconic chocolate bars into limited-edition “SHE” bars, wrapped in packaging featuring more than 200 empowering adjectives like “creative”, “fearless” and “dedicated”. Suddenly, a familiar snack became a heartfelt tribute to the strength and diversity of women everywhere.
To curate the campaign, Hershey partnered with Girls on the Run, a nonprofit organization focused on empowering young girls through fitness and critical life skills. Girls on the Run participants directly contributed by choosing adjectives that honored women who inspired them. Moreover, the brand included a QR code on the packaging to encourage customers to dive deeper into the campaign’s empowering message. Hershey’s also put their commitment into action by donating funds to support Girls on the Run programs and motivating their employees to volunteer as coaches.
Hershey’s initiative proves that startups don’t need elaborate campaigns to make a significant impact. Even simple products, supported by authentic partnerships, can spark meaningful conversations, drive engagement and foster lasting loyalty.
5. Kotex’s #ProgressFeelsLike: Celebrating women’s resilience
Screenshot from Youtube
Progress isn’t only about achievements; overcoming daily struggles counts too. Recognizing this, Kotex’s 2024 International Women’s Day campaign, #ProgressFeelsLike, highlighted the resilience women exhibit every day. Through a powerful documentary-style film directed by Jaci Judelson, Kotex captured real-life barriers faced by women—from workplace biases and harassment to period stigma and restricted access to menstrual products.
This impactful narrative communicated a clear message: discomfort doesn’t define women—true progress lies in resilience and determination to push forward. The campaign was complemented by country-specific initiatives, such as donating menstrual products for social media engagements in Turkey, hosting digital art festivals in Brazil and scholarship-driven contests in Vietnam. These actions sparked genuine conversations, showing that marketing should extend beyond celebration to advocacy.
Kotex’s campaign emphasizes that effective marketing isn’t merely celebratory but involves advocacy and authenticity. Startups should take note: campaigns rooted in genuine empathy and action resonate deeply with audiences, creating real impact.
This Women’s Day, choose authenticity over clichés
Brands that succeed in creating impactful Women’s Day marketing campaigns go beyond token gestures—they authentically empower, uplift and advocate for women. For startups looking to genuinely resonate with their audience, authenticity is key. Whether it’s PepsiCo spotlighting real frontline heroes, Lululemon championing female athleticism or Hershey’s impactful collaboration, brands can inspire meaningful conversations that linger well beyond March 8.
This Women’s Day, startups shouldn’t settle for superficial gestures. Create campaigns rooted in authenticity—because when brands genuinely show up for women, customers notice, remember and remain loyal.
Also read:
- 3 Simple Ways Startups Can Win Hearts with Self-Love Marketing This Valentine’s Day
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Header Image from Freepik
