Beauty brands turn to cause marketing to support LGBTQ rights

Beauty brands turn to cause marketing to support LGBTQ rights
By Bethany Biron.

As cities around the country continue to celebrate Pride Month, beauty brands are joining the cause with a series of cause marketing campaigns designed to support organizations within the LGBTQ community.

Though brands across several industries have clamored to launch campaigns tied to national Pride celebrations in recent years, it’s an effort that can be difficult to execute discerningly, while avoiding backlash. However, the current political climate under President Donald Trump’s administration — which has taken steps to reverse inclusive policies, like mandating transgender bathrooms in public schools — has inspired both beauty brands that previously remained mum and those that have long supported LGBTQ rights to take a bigger role in speaking out. Buoyed by a recent shift in the cosmetics industry toward gender neutral beauty and boy beauty, beauty brands have increasingly transformed into seemingly genuine mouthpieces for LGBTQ rights.

Read more at Glossy.

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