CoverGirl announced plans to grow its Girls Can campaign with a nationwide retail partnership this month. The campaign, which launched in February, features music artist Janelle Monáe as the lead spokesperson and is an initiative to inspire and empower young women to “overcome barriers and break boundaries.” The mass market retailers that are partnering with the beauty brand will promote the cause by selling specially marked Girls Can mascara. Sales from these efforts will benefit charities aligned with CoverGirl, including Girls Who Code, a charity that helps bridge the gap for females in the technology industry. In a statement to WWD, Esi Eggleston Bracey, general manager at CoverGirl Cosmetics, said, “Our mission is to change the conversation. We all have success stories, and we want to break down any areas that need to be broken through.”
[via WWD]
