CoverGirl Launches #GirlsCan Campaign


Mar. 5 2014, Published 11:21 a.m. ET

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“Girls Can” do anything, proudly proclaims a new CoverGirl campaign.

While some are skeptical of women and girls’ empowerment as a marketing strategy, at least companies are trying. Some girls do like makeup, so why not do a feel-good campaign featuring Ellen DeGeneres, Katy Perry, P!nk, Janelle Monae, Queen Latifah, teen rapper Becky G, and Sofia Vergara.

That’s a pretty diverse and impressive lineup of women sending positive messages.

The women enter into a chorus of “Girls Can’t,” which gives way to “Girls Can,” and each woman recalls how as girls they were discouraged from pursuing their dreams.

But there’s even more to this campaign. The Hollywood Reporter reported that Soledad O’Brien and her Starfish Media Group have also teamed up to create an original series of true stories.

The content will be dedicated to shining a spotlight on the challenges young women face in the pursuit of education, as well as the underlying causes.

“It seems a lot of what they believe in with the ‘Girls Can’ movement is what we believe,” O’Brien told Pret-a-Reporter. “[Education] is everything,” she added. “I don’t know how you can move out of one’s socioeconomic category if you don’t have education.”

Some may question “empowerment feminism,” but can you really find fault in encouraging girls by partnering with a respected journalist known for reporting nuanced stories?

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