Our Commitment to Skin Health Equity
At Aveeno®, we are committed to advancing skin health equity and advancing eczema awareness and the education gap in skin of color.
Equity vs. Equality
Despite sounding similar, these two words are not interchangeable. Equality means dividing resources in equal amounts for everyone, while equity refers to distributing them based on the needs of the recipients. This distinction drives our efforts, as we focus on achieving a fair outcome for those whose skin health is disproportionately underserved.
How We’re Taking Action
Aveeno® recognizes the importance of our role in helping to create a more representative industry and supporting all our consumers’ skin health. While we know there is much more work to be done for the Black and Brown community, we’ve made progress to help live into our long-term commitments. Our efforts prioritize three key areas:
Equity in Action
Prioritizing diverse representation that inspires innovative and inclusive healthcare solutions around the world.
Investing in efforts that help provide equitable healthcare for underserved communities.
Forging partnerships and alliances that combat racial and social health determinants.
Innovating Through Inclusivity
We continue to advance our innovation process to ensure development of more relevant, representative, and culturally competent research & skin health solutions assuring representation in clinical studies and testing our products across the full Fitzpatrick scale.
In 2020, we established the BIPOC Advisory Council, an employee group that contributes to our ability to innovate with inclusivity. The BIPOC Advisory Council provides dynamic, real-time, and fast feedback to help guide thinking and support in the development of inclusive insights, science, consumer perception, communication & internal practices. The Council participates in surveys, focus groups, product trials, retail shopping excursions and more to help provide meaningful insight and guidance to our innovation teams.
Addressing the Eczema Care Disparity
Eczema is the second most frequent skin disease in skin of color and is one of the most common skin disorders seen in infants and children overall. Often, however, eczema can be misdiagnosed or improperly treated in skin of color as it presents different in skin tones with more melanin.
With our strong heritage in sensitive skin, Aveeno® is on a mission to help increase education on eczema in skin of color as well as help more than 200,000 individuals find stronger relief in 2023.
We continue to educate dermatologists through our partnership with the American Academy of Dermatology and Skin of Color to drive enhanced understanding of skin of color.
Helping 200,000 Eczema Warriors by 2023
In 2022, Aveeno® achieved its goal of helping 100,000 Eczema Warriors through educational resources, tools, and products. By 2023, we hope to help an additional 200,000 Eczema Warriors.
Holding Marketing to a Higher Standard
We recognize racial injustice can’t be solved by or through marketing. However, marketers and advertising have a huge influence in shaping people’s perceptions and can play a powerful role in disrupting stereotypes and encouraging positive cultural attitudes.
Across our marketing and advertising efforts, we aim to showcase sensitive skin states on a diverse range of skin tones. We are also committed to providing greater access, education and awareness to underrepresented communities through our resources and channels.
Supporting Black-Owned Businesses
The Aveeno® Skin Health Startup Accelerator was launched in December 2020 in partnership with Essence to expand black owned brand presence in the skin care industry. Aveeno® reviewed more than 100 proposals on how to harness the power of natural ingredients to create meaningful skin, face or scalp care products. The winners each received $100,000 in funding as well as mentorship from Aveeno® and Essence.