HUNT VALLEY, Md. — Procter & Gamble’s CoverGirl brand has announced a five-year, $5 million promise to help the next generation of women rock the world.
Earlier this year, the brand launched the #GirlsCan movement to help young women overcome barriers and be the next generation to rock the world. The movement started with an inspiring video starring CoverGirls Queen Latifah, Ellen DeGeneres, P!nk, Sofia Vergara, Becky G, Katy Perry and Janelle Monáe. With more than 10 million views and counting, this movement of positivity and #GirlsCan power struck a chord and inspired a provocative conversation.
The brand will donate a minimum of $5 million over the next five years to support the work of individuals and nonprofit organizations that are helping women break barriers and blaze trails. The first two beneficiaries of its financial commitment are Girls Who Code and the Soledad O’Brien + Brad Raymond Starfish Foundation.
The CoverGirl #GirlsCan movement will be further ignited by a calendar of content creation, social conversations, funding partnerships, events and activations with a variety of organizations and media partners over the next five years. For example, CoverGirl is particpating in the S.H.E. Summit in New York City — a woman’s leadership and lifestyle conference hosted by Claudia Chan and 92nd Street Y. One of the #GirlsCan partners, award-winning journalist, entrepreneur and philanthropist, Soledad O’Brien, will be attending the S.H.E. Summit on Friday to join a panel discussion entitled “Breaking Barriers: How to Remove Can’t from the Conversation,” presented by CoverGirl.