Wednesday, 18 September 2013


Press Conference @ Olympia Beauty Show 23rd September 2013 @ 2.30pm


The AWOC campaign has been founded to provide the beauty industry with increased knowledge on how to cater for and work with and reach all women of colour.  The aim of the campaign is to see change and growth. With a growing 55% ethnic diversity sector in the UK, in particular in London there is an estimated £300 billion pounds to benefit from for luxury beauty brands. AWOC aims to brands in their offering for all women of colour. AWOCC provides the beauty industry with increased knowledge on how to work with all women of colour, with specially designed accredited and certified industry. This will encourage change and enable the industry to work confidently with all women of colour, the All Women of Colour campaign is spearheaded by Eryca Freemantle.

In THESE recessional times, brands and establishments should look at different ways to maintain and improve their profit margins. Making products lines more inclusive for all women of colour and establishments being able to cater and provide services for all women of colour will bring in customers and can only be good for business. AWOCC is also supported by Minister Jo Swinson, Minster of equalities at the Home Office. 

Eryca Freemantle

Eryca is a makeup, product developer, trainer and grooming pioneer. She has been in the beauty business for 30 years, working with some of the biggest names in the industry. She is makeup Industry Intelligence. Eryca willingly shares her journey, from a major car accident, leaving her with no multiple scars on her face to becoming one of the leading consultants in the world. Eryca has worked and writes for leading magazines, Pure Beauty, Style Magazine, Spell Magazine, Expert Beauty UK and clients include celebrities and dignitaries across the world. 

She sits on the panel and board of experts for London College of Fashion and is known as the Global Beauty Ambassador for WOC in European. She works alongside The British Association of Beauty Therapy & Cosmetology (BABTAC) to promote increased development awareness of women of colour in the beauty industry. She is also the Pan African Ambassador and Assessor for (CIBTAC), Confederation of International Beauty Therapy and Cosmetology, known for its high educational standard in aesthetics and holistic therapies. 

Eryca is currently working with the UKTI (United Kingdom Trade & Investments) as an international beauty case study for the UK government, working with representatives from Brazil, Spain, USA, South Africa, West Africa, India, Japan, and France, who require her expertise to improve their makeup and skincare needs for women of colour. 

Eryca Freemantle has gone from strength to strength, promoting awareness globally about makeup, training, self esteem, confidence and diversification in the beauty industry. 

If you would like to get further information or attain press accreditation for the event please contact Aneka Johnson at Fetch Management on +44 7939 392 908.


1. To celebrate Olympia's 10th year anniversary (2014) Olympia and Eryca will be focusing and concentrating on the AWOCC in depth with Olympia. Eryca intends to bring in champions from USA and Africa and have a panel discussion on the progress and availability of products for AWOC worldwide.  This will include world famous makeup artist and celebrities attending the show next year.  Names to be announced near the time.

2.  Olympia Beauty will be working with Eryca Freemantle on projects in Africa.  They are working on a few projects that will be announced very soon.

3. Eryca Freemantle is still challenging manufactures in UK to work with her to create makeup lines for AWOC. She believes she can and will together lead industry to change. She intends to find the right partner to encourage training and education enabling the beauty industry to provide makeup for our now global village.

4. Eryca Freemantle is now a contributor to Good Hair Good Skin a new website aimed particularly at WOMEN OF COLOUR.  The site is luxury, elegant, consumer friendly and the new place to find products and knowledge for WOC.