Cream Silk, the country’s no. 1 hair care and beauty product, challenges Filipinas to never settle and pursue passions with their newest campaign, #ConditionedForGreater.
“Women nowadays feel that it’s such a great time to be a Filipina,” says Cream Silk brand manager Carlos Corrales. “There [are] so many opportunities, there’s less sexism in the workplace, they feel that their voices can be heard more.”
But Corrales shares that as they took a deeper look at their brand survey, they found out that 7 out of 10 Filipinas feel like they’re settling in their careers. “They feel like they could be doing more but they are crippled by self-doubt, or maybe simply the lack of opportunities or role models.”
Motivated to address this insight and to give Filipino women the chance to improve themselves and pursue their passions, Cream Silk launched an online academy in collaboration with Edukasyon.ph, the Philippines’ largest technological education platform.
The online academy, which has been curated by some of the most premier institutions in the world, is composed of 15 free courses ranging from entrepreneurship courses, tackling ways on how to create business start ups and marketing, to creative and communication tracks that include graphic design, photography, and business communication.
Long time Cream Silk celebrity endorser Heart Evangelista shares her enthusiasm for the campaign: “This is an amazing movement that will inspire women and give them an actual opportunity to hone their talents and skills and create a better version of themselves. I am happy to be a part of this campaign.”
As part of the #ConditionedForGreater campaign, Cream Silk sought out inspiring Filipinas who have made a difference in their respective industries and told their story through a powerful digital film. Cream Silk celebrity endorsers Catriona Gray, Pia Wurtzbach, Heart Evangelista, and Nadine Lustre are joined by Amina Aranaz, Lynn Pinugu, and Pauline Juan in the film highlighting their struggles and triumphs as women in business, arts, and communication.
For Amina, it was when she followed her heart and her passions that she was able to find success in the industry of fashion and design. “I’m an advocate of following your passion to the best of your capabilities. When you follow your passion, you gravitate towards people who believe in the same things, and are attracted to your kind of values. Eventually it grows and infects people, and they start to pursue their own passions as well.”
For Nadine, conditioning yourself for greater things requires being true to yourself first so that you may be able to inspire other women to do the same. “If things are getting too loud for you, tune in back to yourself. And then when you go back out there, make sure that you’re louder than everyone.”
Their life stories truly reflect the challenges and successes of the modern Filipina, and Cream Silk’s #ConditionedForGreater campaign perfectly encapsulates the brand’s mission, best articulated by Unilever Vice President for Marketing, Beauty and Personal Care, Dorothy Dee Ching: “We at Cream Silk believe that there is no dream too big for the Filipina. She is done with good, she is truly conditioned for greater.”
For more information, visit CreamSilk.com.ph and take the next step to greatness!