cosnova says NO: No to Violence Against Women
Raising awareness, prevention and anchoring the issue in society
Challenge / Approach
Gender-based violence is an everyday occurrence: 92 per cent of 18- to 35-year-olds have experienced assaults or boundary violations in public spaces. cosnova, the company behind the cosmetics brands Essence and Catrice, has a predominantly female workforce and primarily targets women up to the age of 35. This close connection to the issue comes with responsibility, and cosnova takes its responsibility seriously.
When it comes to addressing violence against women, a cosmetics company must demonstrate its commitment through substance rather than aesthetics. To this end, Klenk & Hoursch has established its own representative data basis and raised awareness of the issue among a wider audience, not through traditional advertising, but by collaborating with influential individuals and organisations.
Implementation
In spring 2025, Klenk & Hoursch developed the study concept for the 'Un_Safe Spaces Report' and managed the collection and analysis of data.
The findings were published in three instalments throughout the year, generating sustained media interest. Representatives of Zonta, Weißer Ring and HateAid, as well as individuals such as singer Sarah Bora, were available to provide statements and commentary.
Targeted media relations placed the issue in outlets including dpa, Süddeutsche Zeitung, Der Spiegel and ZDF. Brands essence and Catrice amplified the content through their own channels and collaborations with influencers.
Concrete support was provided through donations to organisations that protect victims, including Frauenhauskoordinierung e. V., Zonta Union Deutschland and HateAid. A microsite brought together additional prevention and support services.
At a Game Day event organised by the Frankfurt Galaxy American football team, Klenk & Hoursch and cosnova increased awareness of the study findings and prevention initiatives by deliberately involving male allies. This generated further media interest.
*Source: forsa study 'Un_Safe Spaces Report' on gender-based violence in Germany, commissioned by cosnova Beauty (n = 2,024, including 1,501 women aged 18–35).
