THE WHAT? Covergirl has announced that the Empire State Building will be lit up in pink to honor the launch of its Clean Fresh Collection.
THE DETAILS The Coty-owned make-up brand’s new line is billed as vegan and free-from controversial ingredients such as formaldehydes, phthalates, parabens, sulfates and talc and is packaged in the same millennial pink that will grace the iconic Manhattan landmark on launch.
THE WHY? Covergirl is using the iconic lights to spread awareness of the Clean Fresh range; as clean beauty momentum grows, more and more mass brands are shouting about their free-from credentials.