The Bold is Beautiful Project Empowers Women to Dream Big
Katherine Pendrill — May 11, 2016 — Social Good
References: boldisbeautiful & bustle
Benefit Cosmetics recently launched the Bold is Beautiful Project as a way to empower women and girls across the world. However, instead of a new ad campaign, the project entails raising funds directly at the beauty counter.
The Bold is Beautiful Project aims to make women feel confident and empowered at the beauty counter and beyond. In addition to a colorful campaign featuring famous faces such as NYC Dragun and Tess Holliday, Benefit will be donating all of the money raised from its brow waxing services to local charities that empower women and girls. The event will run throughout the month of May, giving consumers plenty of chances to help empower other women one brow at at time.
The project demonstrates that Benefit is committed to helping women feel good on the inside and the outside.
The Bold is Beautiful Project aims to make women feel confident and empowered at the beauty counter and beyond. In addition to a colorful campaign featuring famous faces such as NYC Dragun and Tess Holliday, Benefit will be donating all of the money raised from its brow waxing services to local charities that empower women and girls. The event will run throughout the month of May, giving consumers plenty of chances to help empower other women one brow at at time.
The project demonstrates that Benefit is committed to helping women feel good on the inside and the outside.
Trend Themes
1. Direct Beauty Donations - Beauty companies can adopt Benefit's model of donating a portion of proceeds from beauty services to charitable causes, which not only supports social good but also enhances the brand's reputation and attracts socially conscious consumers.
2. Empowering Campaigns - Beauty brands can launch empowering campaigns, partnering with social justice organizations and featuring diverse faces and stories, to not only market their products but also make a positive impact on society and bring attention to social issues.
3. Retail Activism - Beauty retailers can leverage their customer base and physical stores to organize and promote charitable events, not only as a means of supporting social good but also as a way to drive traffic, connect with customers, and create a positive brand image.
Industry Implications
1. Beauty & Cosmetics - Beauty companies can adopt Benefit's model of donating a portion of proceeds from beauty services to charitable causes, which not only supports social good but also enhances the brand's reputation and attracts socially conscious consumers.
2. Social Justice & Nonprofits - Social justice organizations can partner with beauty brands to launch empowering campaigns and events that raise awareness and funds for social causes, while also expanding their reach and connecting with new demographics.
3. Retail & Fashion - Retailers in the beauty and fashion industry can incorporate charitable events and social good initiatives into their marketing strategies, creating a positive brand image and attracting socially conscious customers while also driving sales and building customer loyalty.
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