THE WHAT? NYX Professional Makeup has announced the launch of the Proud Allies for All initiative, which is designed to educate audiences about being an ally to the LGBT community.
THE DETAILS The L’Oréal-owned brand has teamed up with Los Angeles LGBT Center to deliver a digital educational resource platform and first-of-its-kind virtual Pride march.
The I March For campaign will launch on June 1 with consumers encouraged to download and post an image of themselves using a custom Proud Allies Instagram filter.
THE WHY? The Proud Allies for All program solidifies NYX Professional Makeup’s long-term commitment to the LGBT community. “NYX Professional Makeup has always been a brand that proudly champions and represents inclusivity,” said Yann Joffredo, Global Brand President. “While we cannot physically come together to celebrate Pride, we are thrilled to bring the community together through our virtual initiatives, including the first-ever virtual Pride march and our thoughtfully developed ally educational resource platform.”