P&G Beauty & Grooming targets college students with new 'Face the World' campaign

CINCINNATI — P&G Beauty & Grooming has announced the launch of a nationwide campaign, entitled "Face the World," to educate college students on the importance of creating a unique online identity.

With the support of LinkedIn experts, brands like Aussie, CoverGirl, Gillette and Olay will join forces to provide students with the beauty, grooming and career advice needed to help them create a personal brand that appeals to recruiters.

Now more than ever, students are challenged to lean on their individuality and showcase what sets them apart from the other 1.6 million students expected to graduate with a bachelor’s degree in 2014, P&G stated. This challenge not only prompts students to re-think what defines them offline, but online as well. And while creating an online persona for a more personal social platform is as easy as uploading a favorite “selfie,” there is a gap with students struggling with how to properly and confidently show up on a more professional networking site. However, evidence shows that a picture is worth a thousand words and can give students a competitive edge — according to LinkedIn, 90% of employers say the first thing they notice is a photo and LinkedIn profiles are 11 times more likely to be viewed if a photo is included.

This spring, students will have the opportunity to walk away with a refreshed LinkedIn profile complete with a new professional headshot via Face the World’s three-city college tour. Brands including Aussie, CoverGirl, Gillette, Olay, Secret and Venus along with LinkedIn will visit University of Georgia on April 24, University of San Francisco on April 30 and Northwestern University in May to offer students exclusive beauty and grooming services, the opportunity to take a professional profile photo and meet with LinkedIn career specialists to update their profile. The campus events are aimed at educating students on the ground about the building blocks to help them earn recognition from recruiters who visit the site on an ongoing basis.

The program message attracted the support of fashion stylist George Kotsiopoulos, who stated, “In today’s 24/7, plugged-in world, first impressions are just as powerful online as they are offline. The key to creating an online identity is remembering that no one is better at being you than you. Through ‘Face the World,’ I'm looking forward to offering my expertise to help soon-to-be grads gain the confidence to own who they are and reach for their dreams.”


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