The Alba Botanica® Brand Launches New "Do Good. Do Beautiful." Campaign

LAKE SUCCESS, N.Y., March 15, 2017

This campaign features intimate documentary-style videos that journey through a day in the life of five amazing brand users and celebrate how they are making a difference. The five women highlighted identify and align with the core values of the Alba Botanica® brand, including protecting animal rights, women's empowerment, environmental conservation and vegetarianism, and demonstrate their commitment through community service, activism and social cause. They were chosen for their pure dedication and determination to empower those around them by creating positive change. Each woman's video delves into her story, showcasing how she is impacting the world around her, and how her shared values can help the Alba Botanica® brand communicate its message in a unique, impactful way—it feels good to do good.

Now more than ever, many women are feeling that their positions and rights are being threatened, and they recognize that they need to be thoughtful about their choices. The women who the Alba Botanica® brand has featured are a true inspiration to women everywhere to continue living their values and following their dreams. They are:

Andrea Pippins is the author of I Love My Hair and Becoming Me, books that encourage girls and woman everywhere to embrace their natural features, love who they are, and empower them to be bold, beautiful and confident.
Marguerite Nesteruk is an urban gardener and farm-to-table teacher, who educates and empowers children to care for themselves and the environment through natural, sustainable and organic gardening practices.
Ocean Ramsey is a marine biologist, shark conservationist and free diver. She founded an organization called "One Ocean," which advocates for marine and shark conservation and shares research and programming to promote education, fascination and acceptance of these magnificent ocean creatures.
Hilarey Benda is the founder and president of "Beople's Buddies Animal Rescue," a non-profit with the mission to rescue and rehabilitate abandoned dogs and cats.  She works tirelessly with the old, injured, irascible and not-so-well-groomed animals that even shelters have given up on and uses her social work training to selectively place them in loving, forever homes.  Also, for every animal she places, she plants a tree in their honor.
Lauren Galley is a 21-year-old teen mentor, TEDx speaker, author, recognized 2016 Changemaker by The White House for the State of Women Summit, the only 2017 UN Youth Delegate from the U.S. and president of Girls Above Society, a non-profit dedicated to empowering teen girls to be confident while maintaining positive morals and values as they face the pressures of today's media-driven society. She travels the U.S. speaking at schools and to organizations on the topics of body image, leadership and self-confidence.

"We all make everyday choices that align with our values, so it's inspiring to see women who are dedicating their lives to causes that are important to them. Alba Botanica® has always supported female confidence and empowerment, but it feels very relevant and important to be doing so right now," said Sarah Galusha, Senior Director of Marketing for Alba Botanica®.  We're thrilled to be partnering with such an accomplished group of women and hope it inspires other women to Do Good and Do Beautiful in their own ways."

Wanting to share its story with the visual power of video, the Alba Botanica^® brand hired the creative and digital media analytics agency Molio to produce made-for-digital creative that allows for hyper-targeting and media optimization to maximize the impact of the media budget. Staying true to the spirit of the campaign, Molio and the brand wanted to team up with empowering and inspiring women behind the cameras as well. To make these stories come to life, they worked with world renowned director, Donna Lamar, Director of Photography Marianne Williams, and a full female film crew.