THE WHAT L’Oreal-owned IT Cosmetics has launched its new campaign ‘Go For It’, in a bid to inspire women to live their daily lives with confidence.
THE DETAILS Having conducted a three-year study on female confidence in partnership with consulting firm Eranos, the company states that ‘women’s confidence is not a personal matter—rather, it is a relational and collective issue.’
The company has teamed up with Kiva, a non-profit that helps women close the economic opportunity gap through community-sourced loans, and is calling on consumers to donate $25 to female entrepreneurs, which the company will match up to $100,000 U.S. dollars.
IT Community members are able to apply for a loan to assist their project or career, with the company pledging to lend $2 million to support women businesses through Kiva.
THE WHY? The new campaign marks International Women’s Day on March 8th, with Kristen Comings, Senior Vice President, Consumer Engagement at IT Cosmetics stating, “We’re thrilled to partner with Kiva and LeanIn.Org to empower the IT Community to begin or take the next step on their confidence journeys and to give them the support networks to help them thrive.”