Legendary laundry brand Dr Beckmann has, for the first time in its 70-year-history, changed its name to celebrate International Women’s Day.
Dr Beckmann, beloved by domestic gods and goddesses everywhere, has rebranded to Dr Beckwoman to commemorate the day on March 8 – with a limited-edition purple run of its best-selling product, Glowhite.
The bold change from Dr Beckmann to Dr Beckwoman acknowledges the special day and pays tribute to gender equality worldwide.
Susan Fermor, Dr Beckmann spokeswoman, said: “We’re sending love and respect to the incredible women around the country on this special day by rebranding as Dr Beckwoman in their honour.
“We’re also making a cash donation to Girls Out Loud, the charity dedicated to raising the aspirations of teen girls in the UK. Girls Out Loud does incredibly important work to celebrate and support female empowerment in the hope that the gender equality gap continues to reduce both nationally and globally, and we are thrilled to support them.”
Dr Beckmann has also announced its ‘Dr Beckwomen of the Year’ awards to coincide with International Women’s Day. The brand asked 1,000 fans to choose three inspirational women to receive an award – and the winners were Instagram cleaning star, Mrs Hinch, TV presenter Stacey Solomon and reality TV star Vicky Pattison.
Susan Fermor added: “We’re delighted to name our three inaugural ‘Dr Beckwomen of the Year’ and celebrate their contribution ahead of International Women’s Day. All three have provided inspiration for women across the UK over the past year.”
On partnering on the campaign, Girls Out Loud Founder & CEO, Jane Kenyon said: “We’re delighted to partner with Dr Beckmann on this year’s IWD campaign. Unity is power and although I would be the first to celebrate our progress towards equality, in reality, we still have a way to go.
“We all have a responsibility to ensure we respect and celebrate our differences alongside putting equality up front and centre – without it we are doing a great disservice to our young women and ultimately we will all miss out.”
This year, International Women’s Day’s mantra is “An equal world is an enabled world”. It challenges both men and women to help forge a gender equal world by celebrating women’s achievements and raising awareness against bias in order to take action for equality.