Taking a selfie is one of the most common practices around. In fact, 93 million selfies were taken per day as far back as 2014. Taking action for a cause, on the other hand, often requires a bit of convincing to get someone to do. Here’s how CoverGirl, the first major brand to be Leaping Bunny-certified by Cruelty Free International, got consumers to pledge the cause as a part of its #CoverGirlCrueltyFree campaign, demonstrating the power to two trends—wellness and selfies.

Visibility has played a large role in CoverGirl’s success. In particular, YouTube views and Instagram interactions paired with high visibility against color cosmetics keywords on retailers like Walmart have helped grant the brand its Gifted status in Gartner L2’s Digital IQ Index: Beauty.  That said, one of the most noticeable trends as of late is wellness. From pet care to perfume, the wellness trend is having a major moment across industries. Unsurprisingly, the trend has trickled into beauty too, with a growing popularity in “beauty from within” and the desire for transparency over flashy marketing. Therefore, it makes sense that vegan cosmetics have seen an increase in popularity of 175% since 2013. Pushing for transparency and clean origins might not only be good for products, but for the brands they represent, as it could bump up visibility and earn them a spot in consumers’ good books.

But honing in on a good cause isn’t enough to get consumers clicking. CoverGirl’s latest campaign dodges the endearing, yet cumbersome appeal of most good causes because it asks them to hop onboard via a simple and trendy method—snapping a selfie—something they likely already do multiple times a day.

Still, CoverGirl’s campaign strategy might not be spotless. Many beauty brands have harnessed the power of selfies for product promotions or publicity in the past, but have done so via selfie-centric platforms such as Instagram or Snapchat. CoverGirl’s campaign, on the other hand, requests consumers to first visit another site in order to take their selfie and pledge their support. In order to ensure its success, CoverGirl might want to cut down on clicks to keep consumers interested

 

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