Coty Inc. is taking its pro-self expression stance one step further through a partnership with Global Citizen.
The beauty company and advocacy group are teaming up to “fight the prejudice and discrimination [that] creates barriers to individual self-expression,” Coty stated. The partnership focuses on people who face discrimination based on their gender, sexual orientation, disability or ethnicity.
Coty plans to advocate and campaign for social change, in part, through online and grassroots employee participation. The company and Global Citizen plan to build a data-science platform related to the issues, according to a statement.
“At Coty, we believe beauty is about self-expression, individuality and inclusion, but too often people are held back by labels,” said Coty chief executive officer Camillo Pane. “As a beauty company we have an important role to play in changing attitudes and mind-sets that keep people from achieving their full potential. We admire the disruptive and modern methods that Global Citizen have used to make real impact on some of the world’s biggest challenges. That’s why we’re partnering with them and mobilizing our people to take action.”
Pane also noted that the initiatives aligns with others Coty has undertaken in its brands. Covergirl, for example, launched a campaign called Project PDA (public display of application), after seeing signs on a New York City subway that discouraged public makeup application.
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“This is an important step in our journey to achieve our purpose to celebrate and liberate the diversity of your beauty and champion self-expression,” Pane said. “Internally the conversation and action are ongoing and accelerating with several of our brands, including Cover Girl, Clairol, Wella Professionals and Gucci championing self-expression and challenging gender stereotypes.”
Taking on gender-bias and other issues “will support some of the most marginalized and vulnerable in society who are also often the most likely to be living in the cycle of extreme poverty,” said Global Citizen ceo Hugh Evans. “Working together — Coty and Global Citizen are committed to challenging such prejudices and discrimination.”