John Paul Mitchell Systems announces the launch of the Peace, Love & Pioneers campaign with leading brand Paul Mitchell® to reaffirm its commitment to no animal testing with global ambassador and animal lover Winnie Harlow as the campaign star.
Compassion for animals is deeply embedded in Paul Mitchell’s DNA. To celebrate the company’s heritage as a pioneer in cruelty-free, sustainability and remaining professional only since 1980, Peace, Love & Pioneers is a pledge for JPMS™ to remain steadfastly loyal to its furry friends
“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,” says Michaeline DeJoria, CEO of JPMS. “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.”
Peace, Love & Pioneers is Paul Mitchell’s latest declaration to the beauty industry that being a pioneering cruelty-free brand and consumer is both crucial and ethical.
“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.
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