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# Beauty Branded Coding Partnerships
Girls Who Code and Covergirl Collaborated on 'Code Clean'

By Ell Smith | Published 2018-04-17 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/girls-who-code1
References: [teenvogue](https://www.teenvogue.com/story/covergirl-girls-who-code-campaign-exclusive) & [girlswhocode](https://girlswhocode.com)

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](https://www.trendhunter.com/trends/thrive-causemetics-and-beauty-2-the-streetz), 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](https://www.trendhunter.com/trends/society-brands), 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

## Trend Insights (Trend Hunter)

- Score: 4.5/10
- Popularity: 44% | Activity: 83% | Freshness: 8%
- Audience gender: 30% men, 70% women
- Primary generations: Gen Z, Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics)

## Key Themes

### 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.

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- [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md)
- [Beauty-Branded STEM Initiatives](https://www.trendhunter.com/trends/este-lauder-companies-invests.md)
- [Branded Women's Empowerment Ads](https://www.trendhunter.com/trends/branded-womens-empowerment.md)