Covergirl partnered with Girls Who Code in an exciting new initiative which hopes to empower women to pursue STEM-related fields, while fighting gendered stereotypes about women in computer science.
In this new partnership, the drugstore makeup brand follows three women as they learn to code with the non-profit organization. Along with the powerful message, Covergirl is also using this partnership as an opportunity to market its new minimalist cosmetics line, which serves as a reminder that women can feel beautiful and care about their looks while pursuing STEM-related endeavors.
Beauty brands have been altering their messages to those that empower women, and recently, Covergirl changed its tagline from "Easy. Breezy. Beautiful" to "I Am What Make Up" -- a message that serves to empower the next generation of women.
Image Credit: Covergirl
What Makes This Trend Stand Out
- Women in STEM
- The partnership between Covergirl and Girls Who Code highlights the growing trend of empowering women to pursue STEM-related fields.
- Beauty Brand Empowerment
- Brands like Covergirl are shifting their messaging to empower women, disrupting the traditional beauty industry norms.
- Minimalist Cosmetics
- Covergirl's new minimalist cosmetics line introduces a disruptive innovation opportunity for the beauty industry to cater to women interested in STEM.
Sectors Adopting This
- Cosmetics
- The beauty industry has an opportunity to disrupt traditional gender norms and cater to women pursuing STEM fields.
- Tech Education
- The collaboration between Girls Who Code and Covergirl presents an opportunity to disrupt and innovate in the tech education industry, encouraging more women to pursue coding.
- Non-profit Organizations
- Non-profit organizations like Girls Who Code can capitalize on partnerships with beauty brands to empower women and promote STEM education.
