Repost from ADWEEK
Written by: T.L. Stanley
Published April 9th, 2024
A Modern Take on Girl Power
“Plant Girls” puts a refreshing twist on the iconic Spice Girls by casting five influential women, not pop stars, but professionals and advocates, who embody modern girl power through plant-based living and purpose-driven careers.
Meet the “Plant Girls”:
Jennifer Stojkovic, founder of the Vegan Women Summit, Dr. Danielle Belardo, a cardiologist championing plant-based health and wellness, Sharon Carpenter, journalist and TV host, Joanne Molinaro, known as The Korean Vegan, and Priyanka Naik, Food Network champion and chef.
These women don’t just represent a look—they represent a movement: diverse, driven, and deeply connected to plant-based principles.
The Campaign Vision
The campaign’s visuals are a vibrant homage to the Spice Girls’ 1996 debut album cover—only now, with a fresh, sustainable twist. From the bold lettering to the color-coordinated styling, everything reflects the idea that the future of beauty is not only bright but also conscious and inclusive.
This vision is further brought to life through the debut of Chella’s limited-edition “Pathfinder” eyeshadow palette, co-created with the Vegan Women Summit.
More Than a Throwback
What makes “Plant Girls” more than just a clever rebrand of the past is its substance. By featuring real leaders instead of celebrities, the campaign moves beyond surface-level aesthetics to highlight the values that today’s consumers care about: authenticity, ethics, and impact.
Through paid digital and social media placements, the campaign is not just selling beauty, it’s spotlighting a cultural shift toward cleaner, kinder products and representation that reflects real-life inspiration.
Why It Matters
Chella’s “Plant Girls” campaign lands at the intersection of pop culture, purpose, and progress:
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It’s nostalgic, but not stuck in the past.
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It’s fun, but firmly rooted in values.
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It’s beautiful, but more importantly, it’s meaningful.
In an era where consumers are seeking products that align with their beliefs, this campaign is a masterstroke, clever, conscious, and perfectly timed.