Fenty
Makeup brands have traditionally erased or minimized the presence of trans and non-binary people in conversations around makeup and beauty. In this campaign, Fenty celebrates trans beauty, challenges exclusion, and proves that makeup isn’t just self-expression. It’s survival.
Federal and local “bathroom laws” prohibit transgender individuals from using the bathroom that aligns with their gender identity, forcing them into awkward and dangerous situations. This campaign utilizes public bathroom spaces, using Fenty products to spread a message of inclusion and acceptance. Trans people belong everywhere.
Start a Love Train
This campaign is all about visibility, and what’s more public-facing than public transit? Fenty will commission a subway car for a limited time and emblazon its message for all to see. There will also be ready-to-scan QR codes linking to best-selling Fenty products, with the proceeds donated to LGBTQ networks and organizations. Public transit should be a safe place for everyone, and Fenty is doing its part to ensure it’s an affirming space as well.
In this campaign, Fenty will sponsor drag shows, with the proceeds donated to LGBTQ-supporting organizations such as The Okra Project and the Brave Space Alliance.
Fenty will sponsor transgender makeup artist influencers, sending them free makeup so that they can teach and inspire through gender-affirming makeup tutorials.
Writing partner: Kelly Raleigh
Art Director: Kate Anders