CoverGirl launches 'CoverGirl Clean Makeup for Clean Water' campaign
HUNT VALLEY, Md. CoverGirl's Clean brand makeup has partnered with the Children's Safe Drinking Water program to launch the "CoverGirl Clean Makeup for Clean Water" campaign and has donated $500,000 to the organization.
According to Dr. Greg Allgood, director of CSDW, which is dedicated to addressing the global need for clean, safe drinking water, the donation by CoverGirl will provide 50 million liters of clean water to children in need around the world. The campaign will deliver clean, purified drinking water to needy areas via low-cost PUR packet technology that purifies even heavily contaminated drinking water so it meets World Health Organization standards for safe drinking water.
"Women who use CoverGirl Clean Makeup products value inner as well as outer beauty and are sensitive to the needs in the world," stated Vince Hudson, marketing director for CoverGirl at Procter & Gamble Beauty. "CoverGirl Clean Makeup transforms you into your most beautiful you without breaking your wallet. The same is true of the CoverGirl Clean Makeup for Clean Water Campaign: It delivers clean drinking water to needy areas around the world, transforming lives for mere pennies a day. It's a beautiful thing!"
In September, actor Dania Ramirez, the newest spokesmodel for CoverGirl and the face of CoverGirl Clean Makeup's new Sensitive Skin formula, returned to her native Dominican Republic to help deliver a year's supply of clean drinking water to villages in need as part of the campaign.
"I was thrilled to be back in my home country to help CoverGirl deliver clean drinking water," stated Ramirez. "I know firsthand that a shortage of safe drinking water can be a matter of life or death. When I was growing up, at times we had to boil our water before drinking it so we didn?t get sick or worse."
In the Dominican Republic, Ramirez and CoverGirl joined forces with CSDW and Population Services International, an organization that works in partnership with CSDW across Latin America and helped facilitate the delivery of clean drinking water in the Dominican Republic for the CoverGirl Clean Makeup for Clean Water Campaign.
CoverGirl also is making it possible for consumers to join the global effort. Consumers can now enter an online contest by submitting a short video explaining how they give back to make the world a better place and why this makes them beautiful inside and out. For each entry received, CoverGirl will provide one week's worth of clean drinking water to a child in need.