Parcos unveils a Women's Day initiative #IAmEnough with 1.5mn views

Parcos, the leader in the Indian luxury beauty retail segment showcases brands from top Groups such as SHISEIDO, L'OREAL, PUIG, COTY, INTERPARFUMS & many others. Parcos has put together a unique campaign to celebrate women’s beauty and empower women to determine their own choices. “You are living for yourself and being your true self at all times, is liberating. Every woman should be herself at all times, and that’s more than enough. The idea is that no woman needs to seek external approval, the validation that comes from within, is enough. The standards she sets for herself are enough. Her style, her accent, her choices are her business and she should be able to go about her business as she pleases. She is not here to answer archaic questions. She is not here to be pigeonholed. She is not here to keep defending herself or hiding. She is not here to fit into the moulds created by others.”

This year United Nations is observing International Women's Day under the theme of #BreakTheBias that breaks the cliché of society’s point of view on how women should look or carry themselves. The spotlight is on women who want to re-write their stories their way, keeping self-acceptance and self-love at the center, making a strong statement #ImEnough. The film also insists on leaving regressive approaches behind and building an amazing life based on realistic, judgment-free thoughts. 

Essence of the film - Throughout history, women have always been asked to function according to other people’s expectations, agendas and standards – whether it is men or even other women; their parents, families, friends and of course, society at large. They’re constantly told how they should look, speak, behave and essentially carry themselves in this world.

This creates a lot of unnecessary self-doubt, fear, and a lack of confidence, as it never allows you to be honest to your truest self. And you end up essentially existing for the service of other people’s happiness. As Parcos, we are encouraging all women to push against and break this systemic, deeply problematic and archaic reality and narrative.

She is a culture maker, a change maker, leader and an icon. She can exist exactly how she wants. She is her own person. And that is enough.
The Message : ‘her fragrance, her style, her choices, her opinions and her outlook toward life are unique, unmatchable and enough.’

The film, features three women redefining the concept of self-acceptance and reclaiming their power of self-love. 

The campaign or the film soon to be popularized on social media will have a strong digital and brand amplification across all platforms, strongly encouraging the online community to post greyscale images with the hashtag #IAmEnough and thus stand in solidarity with each other building and establishing a larger community of self-love bereft of what others say. 

Gender equality is a necessary foundation for a peaceful and sustainable world. To end all forms of discrimination against all women, celebrating women's achievements, while calling out inequality, is a crucial step towards achieving equality, which is a fundamental right. 

Villoo Daji, SVP, Group Marketing Head, Baccarose Perfume and Beauty Products Pvt. Ltd., having successfully strategized the launch of the e-commerce leg and having launched the 1st of it’s kind, Parcos Beauty Influencer Awards 2022, clearly believes in spearheading beauty, luxury, and fragrance products induced by a diversity of culture and gender at Baccarose Perfumes & Beauty Products Pvt Limited. 

She said, “Parcos has pioneered and grown both beauty and luxury in India through their 46 stores. With today’s modern women redefining themselves and adopting self-love easily, at Parcos we believe we are an extension of the way our consumers connect with our stores. Redefining trends and with this year’s #breakbias concept on International Women’ Day, we at Parcos with our great assortment of beauty, fragrances and other luxury products truly echo the thought, feelings, and sentiments of women across the country.”

Conceptualised by GOZOOP Group, an independent marketing group, the campaign brings out the challenges that women impose on themselves sometimes and emphasizes the strength of a woman by just being herself, unapologetically.  Not wanting to be worshipped or put on a pedestal but just being themselves is the belief Parcos has carved this International Women’s Day with their creative and digital agency on board – GOZOOP Group.

Janhavi Iyer, Director – Brand Strategy, GOZOOP Group shares, “Biases are boxes that are imposed on women, or sometimes even owned by us; boxes that keep us stuck, limit our choices and define our dreams. Breaking the Box and the Bias began with acknowledging the limiting beliefs women hold on to, the voices that tell us we are not enough. Parcos, is a brand that speaks honestly and celebrates authenticity; and what could be more honest than to say #IAmEnough. It is not a celebration, but a statement of self-acceptance; a simple truth for the woman who chooses to be true to herself, no matter what her role or choices. A campaign that was championed by women across the board and some exceptional men as well, #IAmEnough is part of a much larger conversation, one that we hope to return to and build over the next year.”

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