A renewal of vows is more than a romantic event for Paul Mitchell Systems® as the professional hair care company reaffirms a commitment to no animal-testing. Winnie Harlow fronts a charming new campaign to remind us that compassion for animals is deeply embedded in Paul Mitchell’s DNA. The brand launched in 1980 with an ethos of being cruelty-free, sustainable and remaining professional-only. It continues to tick all three key missions. Impressive.
Peace, Love & Pioneers campaign
We love the imagery just released to support the Paul Mitchell Systems® Peace, Love & Pioneers with photographs of Winnie Harlow, the band’s global ambassador. Here in full is the statement from the company – movingly articulated by Michaeline DeJoria, CEO:
“At Paul Mitchell, we’re committed to making our community feel their best, starting in the salon chair. To best achieve this mission, it’s crucial that our professional-quality solutions are formulated with the utmost wellbeing of our community and planet in mind. This extends to all animals. We were the first professional hair care company to take a stand against animal testing. As a celebration of our heritage and our pledge to remain cruelty-free, we’re excited to unveil this campaign and raise awareness for this important cause.”
Michaeline De Joria with Winnie Harlow
Winnie Harlow
“As an animal lover, I believe beauty should never come at the expense of animals,” says Winnie Harlow, Paul Mitchell® Global Brand Ambassador. “I’m proud to be the face of Paul Mitchell and remind others to spread kindness to animals, starting with beauty products that keep their best interest at heart.”
To further the brand’s commitment, JPMS™ has partnered with Best Friends Animal Society® in the USA, a leading national animal welfare organisation dedicated to ending the killing of dogs and cats in America’s shelters. “Best Friends has been so fortunate to have received support from the greater Paul Mitchell family for some time. This campaign with Winne Harlow and Paul Mitchell is just one more example of their commitment to our mission to Save Them All,” said Candi Maciel, Director of Corporate Partnerships from BFAS.
Bravo! We love it. Follow Winnie and the team on Insta @paulmitchell #PeaceLovePioneers
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