February 28, 2014
“CoverGirl is hardly the first American company to publicize their philanthropy work as strategy to boost revenue and strengthen their brand. Within the beauty sector, however, these attempts become particularly pointed. Though Gillette has donated to prostate cancer research, Axe isn’t trying to teach boys how to be better versions of themselves. (Though Axe has recently been trying to raise money to promote the spread of peace on earth…or something.) Men don’t need as much of these sorts of things (or their products don’t need as much help not appearing so evil). Since the 1990s – a decade which brought an increased focus on the power of advertising for good and bad – women’s beauty brands have made sure that they’re known for attempting to ’empower’ women and girls. This empowerment comes in a few different forms: supporting women with cancer or women in business or women who have this elusive ‘low self-esteem’ we’re always hearing about. Here are some of their efforts.”
Read more of this story by Kate Dries at Jezebel here.