The #Unbeatable Campaign Has Evolved into a Movement for Women’s Empowerment

The #Unbeatable campaign was launched in 2022 to raise awareness of the everyday challenges faced by women. Inspired by the real experiences and needs of women, emphasized Željka Mojzeš, marketing manager at BIPA, the goal was to create a platform that would give women a space to recognize themselves, inspire each other, and feel supported. In 2023, Melem joined the campaign by designing a special product line ‘Melem LOVES women’ exclusively for it. The funds from the purchased products of this line are collected in the ‘Be Melem’ fund and are intended for associations and projects that provide support to women. Ana Šekrst, brand manager for Melem, announces new products as part of a limited line of cosmetics that will continue to inspire women, celebrate femininity, and encourage them towards further victories.      

How did you launch the #Unbeatable campaign?

Mojzeš: – At BIPA, we always strive to understand the real needs of our customers, and as part of the #Unbeatable campaign, we particularly want to support women and their strength to remain themselves. We wanted to take a step further and say: ‘It’s time to support ourselves.’ For us, this is not just a marketing campaign but also our way of contributing to changing perceptions and encouraging conversation about women’s strength, in the broadest sense.

What has been the response from women, and even men, to #Unbeatable?

Mojzeš: – The goal of #Unbeatable from the beginning has been to create change: not just through messages but through real, concrete activities that contribute to empowering women. Over the years, the campaign has evolved into a platform that gathers initiatives, projects, and collaborations with the same goal: to provide women with the opportunity to realize their potential. The reactions have always been positive, and judging by the response to the current initiative in collaboration with Melem, I would say that our efforts are truly recognized and very well received. I believe that in the #Unbeatable campaign, both women and men recognize either themselves or their friends, mothers, colleagues, which confirms that the theme of women’s strength transcends gender boundaries. We are all surrounded by strong women who every day, often quietly and without recognition, show what it means to be ‘yourself’ even when it is difficult.

How did the collaboration with Melem come about in the campaign?

Mojzeš: – The collaboration with Melem was a natural continuation of our story. We wanted #Unbeatable to be not just an inspiration but also a concrete action that brings change, and Melem is a brand that shares our values. Thus, the product line ‘Melem LOVES women’ was created, available exclusively at BIPA, where part of the revenue, 50 cents from each sold product, is donated to the ‘Be Melem’ fund. In this collaboration, we combined the strength of two brands that truly believe in women and their ability to change the world around them. The story continues as we enable the collected funds to be directed to projects and initiatives that help women through a donation competition. This is a way to collectively give back to the community what we have created together, the belief that every woman can be unbeatable.

Why did you decide to join the campaign?

Šekrst: – Melem has always been more than a cosmetic brand; it is a symbol of care, warmth, and support. Therefore, participating in the #Unbeatable campaign came quite naturally to us. We believe in the strength and resilience of every woman, in her ability to balance among a thousand roles every day while remaining authentic, brave, and gentle. Today’s society is full of challenges. Not everything always goes according to plan, and balancing a career, motherhood, and self-care is often a real feat. But these are the moments that shape us, teach us patience, and give us the strength to grow. Melem wants to be an ally to women precisely in those moments. To remind them how valuable they are and that even on the most demanding days, they should not forget to take care of themselves, because self-care is not a luxury, but a necessity.

Thus, you offered a special collection of products.

Šekrst: – We supported the campaign by creating a special, limited collection ‘Melem LOVES Women’, designed exclusively for #unbeatable women and BIPA stores. Our goal was to convey the message that every woman deserves a feeling of care, strength, and confidence every day. With well-known Melem formulations, rich textures, and charming floral scents, we wanted to capture the elusive moment when a woman feels good in her skin, when she accepts herself in all phases of life. In this way, Melem nurtures not only the skin but also the spirit. We believe that women’s strength grows from community, support, and mutual understanding, which is why we want to be part of that inspiring story.

How did you design it?

Šekrst: – ​We found inspiration in real women, those who balance between family, work, obligations, and dreams every day. Women who, despite everything, do not give up; who sometimes get tired but never stop loving and giving. We wanted to create a collection that understands them and will provide them with a small moment of peace and tenderness in their day. The ‘Melem LOVES Women’ collection brings recognizable Melem formulas that women have loved for years, enriched with an irresistible floral scent and specially designed packaging that celebrates their elegance and inner strength. Each product tells the story of a woman who knows who she is, who embraces both successes and failures, aware that it is precisely those moments that make her #unbeatable.

What new items will you introduce to the collection?

Šekrst: – Melem always listens to the needs of its users. We know that today’s women face many challenges, and therefore we want to continue creating products that not only provide care but also support. New limited editions and innovations are planned that will continue to celebrate women’s strength, but also spread the message of the importance of mutual understanding and cooperation regardless of gender. We believe that we all need more warmth, support, and compassion in a society full of speed and pressure. Therefore, Melem will remain committed not only to skin care but also to caring for society, because true beauty comes from within, from connection, tenderness, and a sincere desire to be a balm for each other.

How much have you raised so far and what has it been spent on?

Mojzeš: – In the ‘Melem LOVES women’ campaign, we have raised 25,000 euros. This funding is allocated through a donation competition aimed at associations, institutions, and organizations that focus on empowering women. As part of this initiative, we symbolically close the circle: what started as an act of support through purchasing has turned into real help and concrete changes. The most beautiful thing about it all is when you see how good energy truly returns. We started with a campaign that reminds women of their strength, and now they are returning that same strength back through their ideas and projects. We are proud that as a brand we have the opportunity to connect what we do with what we believe in as people.

*Content created in collaboration with BIPA