RealHer Makeup joins the cosmetics industry with a refreshing approach to market: cruelty-free and sustainably sourced, prestige-quality formulations, and playfully empowering packaging. But this isn’t the end of RealHer’s innovation.
Not only is RealHer changing the future of the cosmetic industry with empowering rather than discouraging messaging and environmentally friendly sourcing, RealHer is sharing their good fortune with every purchase. The American Association of University Women (AAUW) has partnered with RealHer to embolden the female community: a percentage of all sales goes towards their grassroots organization to improve women’s lives. AAUW, an organization dedicated to advancing women since 1881, funds and supports research, STEM education funds, legal case support, scholarships, salary negotiation workshops, public policy issues and more. AAUW is leading the charge against inequality – and now, so is RealHer.
Historically, the cosmetic industry has thrived on undermining women’s self esteem. Beauty spokesmodels and advertisements celebrate airbrushed, photoshopped examples of the socially acceptable, “archetypal” woman. RealHer aims to shift directions. Instead of presenting unattainable imagery to boost sales, RealHer’s packaging imbues the wearer’s makeup routine with positivity, confidence, and self-actualization. The industry has seen more validating – rather than aspirational – marketing in the last few years. Yet, even the now-famous ad campaign “Real Beauty” for Dove strikes a somewhat disingenuous note – since it still prizes “beauty” as the penultimate achievement. RealHer maintains that outward beauty doesn’t change the world: imbuing your daily routine of make-up application with optimism and affirmations gives the wearer extra confidence throughout the day – so they can really get out, chase down their dreams, and change the world with positivity.
RealHer joins the pretigious ranks of philanthropic for-profit companies – a subset of corporate retail that has thrived in the past decade. Customers of these companies (TOMS, Warby Parker, THINX, etc.), are loyal, engaged customers – proud of their social contribution, and on-trend, reasonably-priced purchases. In a constantly-shifting environment, it can be challenging for the American consumer to make socially conscious purchase decisions. Choosing to pair brand identity so closely to a brand’s philanthropic work ensures that rosy glow for a new or frequent customer. In partnering with AAUW, RealHer asserts it is not just here to make profits. RealHer is here to bring big changes to the cosmetic industry, while changing women’s daily lives.
Company Name: RealHer Products, INC
Contact Person: Lydia Lovig
Phone: 1 626-267-303
Address:951 Mariners Island Blvd
City: San Mateo
Country: United States