“Working with I Am That Girl and knowing that our products are making a difference in the lives of young girls is everything to me.” — Lisa Price, Founder, Carol’s Daughter
This month, haircare and skincare brand Carol’s Daughter introduces the #BornandMade campaign, a new movement that encourages every girl to be who they were truly born and made to be. It celebrates the brand’s authentic story “Born in Brooklyn. Made With Love” as it honors the diverse community of strong women who have been a part of the Carol’s Daughter family for more than 22 years. The campaign is designed to give all women a powerful platform from which to showcase their individuality while inspiring others to be who they are—not who they’re “supposed” to be.
“It’s important for girls to understand and recognize their power and the right way to use it. It’s imperative to remind them of who they are, and what they are…in the world. If I can help with that, then I’m getting up for a good reason every day,” said Lisa Price, Founder Of Carol’s Daughter.
Carol’s Daughter has teamed up with I Am That Girl, a non-profit co-founded by Emily Greener that inspires girls to love, express, and be exactly who they want to be. Together, they are creating a beautiful community of independent women from all walks of life.
A girl’s physical, emotional, and mental well-being is (and has always been) rooted in her self-worth. In an continuous wave of epidemic of negativity, I AM THAT GIRL is helping girls transform self-doubt in to self-love by providing a safe space to connect and have honest conversations about things that matter. Girls are bombarded with messages that attack their actions, looks, ways of thinking, and that make judgments on what she is NOT. I AM THAT GIRL work to help her love who SHE IS, to see all the positives in herself, and to empower her to inspire the same in others. I AM THAT GIRL have connected hundreds of thousands of girls from all over the world from across the globe to love and express themselves through online and offline programs and initiatives. The organization has 150 local chapters, an online community of 250,000 and a group of influential supporters that have enabled it to reach over 5 million people.
By building a community for girls to be seen, be heard, and belong, I AM THAT GIRL IS giving them something bigger than themselves to stand for and creating a healthier, more powerful world, most importantly a world that not only invites guys in to the conversation, but requires them.
Who is THAT GIRL exactly? THAT GIRL is the best version of ALL of us.
– She’s all ages, ethnicities, classes, and religions. She’s got a brilliant heart and beautyFULL mind. She is forever a work in progress, she seeks to be confident in her own skin. She speaks her truth, sees the best in others, and is leaving this world better than she found it.
– She takes a stand for loving herself and loving on others. She brings out the best in people and genuinely cares.
– She lifts people up and inspires others to do the same. She gets that hurt people hurt people and shows compassion even to those who might not show it back. She celebrates girls and sees them for the beauties that they are.
– She shares her love and gives back to her community any chance she gets. She’s leaving this world better than she found it.
– She’s brave enough to be vulnerable. She speaks honestly and openly so she can be seen for who she truly is. She knows by doing so, she gives others permission to do the same – AMAZING.
“I Am That Girl is shifting girl culture. By building a community for girls to be seen, be heard, and belong, we are giving them something bigger than themselves to stand for and creating a healthier, more powerful world,” said Greener.
The campaign’s mission is to engage every mother, daughter, sister and beyond through social media network platforms by working in partnership with a range of inspirational influencers, from beauty blogger Naptural85 to activist and writer Michela Angela Davis. The campaign will also launch with a series of videos, highlighting what makes them beautifully unique. It will be supported by print ads featuring Price’s own story as well as the story behind Carol’s Daughter’s iconic beauty products. Fans of the brand will also be able to make their own personalized #BornandMade images online at bornandmade.com, which they can then share across social media.
The #BornandMade campaign includes some of the brand’s best-loved product lines, like the Hair Milk Collection, the Black Vanilla Collection, the Hairdress Collection and more. The easy accessible collections offer solutions for all hair types, from dry and brittle to frizzy and fragile, with a range of products developed especially for styling and defining curls. They will be available at Target, Walgreens and Sally Beauty stores nationwide as well as online at CarolsDaughter.com.