# Socially Inclusive Branding Projects Benefit Cosmetics' Campaign Boasts a Model with Down Syndrome By Kalin Ned | Published 2019-01-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/model-with-downs-syndrome References: [designtaxi](https://designtaxi.com/news/403101/Model-With-Down-s-Syndrome-Becomes-The-New-Face-Of-Benefit-Cosmetics/) & [instagram](https://www.instagram.com/p/BsbZlbln0-I/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) A model with Down's Syndrome is the latest face of Benefit Cosmetics Ireland's campaign. Set to promote the company's newest product -- the 'Roller Liner,' Kate Grant becomes an example of how "those with disabilities [can] break through into the beauty or fashion industry." Benefit Cosmetic Ireland became aware of the girl via [Facebook](https://www.trendhunter.com/trends/hardees-show-us-your-meemaws) after witnessing a video, in which Grant talks about "her journey to becoming a model." Captivated by her charisma, strength, and dedication, the cosmetic company quickly enlisted her as a brand ambassador. Not only does this create opportunities for any model with Down's Syndrome, but the event also signifies the contribution of social media as a platform for self-expression. The [message of inclusivity](https://www.trendhunter.com/trends/limitless-campaign) is potent and the branding campaign strongly advocates for celebrating one's self. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 77% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Inclusive Branding:** With the rise of inclusive branding campaigns, companies have an opportunity to showcase diverse models and promote inclusivity in the beauty and fashion industry. - **Social Media as a Platform for Self-expression:** Social media platforms like Facebook can be used to discover models that break the mold and to promote their message of inclusivity. - **Breaking Stereotypes:** Brand campaigns that feature models with disabilities or differences have the potential to break stereotypes and promote a more accepting society. ### Who This Affects Most - **Beauty & Cosmetics Industry:** Beauty companies can create disruptive innovation opportunities by showcasing diverse models in their campaigns and promoting inclusive messaging. - **Fashion Industry:** By showing diverse models on the runway, fashion companies can disrupt traditional industry standards and promote inclusivity. - **Social Media Industry:** Social media platforms can innovate by promoting diverse models and creating more opportunities for self-expression and representation in the beauty and fashion industry. ## Related on Trend Hunter - [Inclusive Makeup Brand Campaigns](https://www.trendhunter.com/trends/it-feels-good-to-be-seen.md) - [Inclusive Barbie Dolls](https://www.trendhunter.com/trends/barbie-doll-with-down-syndrome.md) - [Empowering Short Films](https://www.trendhunter.com/trends/no-decision-without-us.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Inclusive Driving Campaigns](https://www.trendhunter.com/trends/inclusive-driving-campaign.md) - [Inclusive Marathon Campaigns](https://www.trendhunter.com/trends/runner-321.md) - [Ability-Focused CSR Campaigns](https://www.trendhunter.com/trends/ability-signs.md) - [Inclusive Retail Displays](https://www.trendhunter.com/trends/primark-sophie.md) - [Inclusive Retailer-Backed Films](https://www.trendhunter.com/trends/sephora-beauty-belonging.md)