Exciting Platform Committed to Inspire Gen Z Women to Demolish Glass Ceilings Will Kick-Off With Dynamic Social First+Digital Campaign “Black Girl Shaking Things Up”
NEW YORK–(BUSINESS WIRE)–ESSENCE, the leading media, technology and commerce company dedicated to Black women, celebrates the International Day of the Girl with the expansion of its empowering mentoring initiative, Girls United by ESSENCE. This exciting platform will represent the voice of the Gen Z population and inspire them to demolish glass ceilings through a new social first+digital campaign: “Black Girl Shaking Things Up.” Through community and mentorship, Girls United by ESSENCE will provide the tools, resources and opportunities necessary to help young women (ages 16-25) during transitional phases of their lives. Girls United by ESSENCE aims to help young women to find their path, as well as creating a safe space for them to come into their own.
ESSENCE’s initiative kicked off last fall, and was originally designed to inspire young Black women through a year-long mentorship program, as well as an interactive digital/social content hub that would convey the core principles of leadership and self-love. Today, Girls United by ESSENCE will empower young women through six key pillars/channels across its platform:
- Flawless (Beauty): Focused on inner/outer beauty, skincare, self-love, diversity and inclusivity
- Snatched (Wellness): Fitness, body confidence, mindfulness, self-care and travel
- Get Lit (Education): Promoting political/financial/medical literacy
- Bo$$y (Work Channel): Leadership, career, entrepreneurship
- Get Real (Sexuality & Relationships):Relationships, LGBTQ community and self-acceptance
- Flossy (Creative Channel):Creative expression in fashion, design and art
In addition, Girls United by ESSENCE will feature additional robust multi-platform content including a Behind the Magic video series, Magic Unfiltered podcast focused on education and exploration, a Brand Ambassador Program, and a Girls United Summit aimed at increasing inter-generational conversation and the state of mentorship.
Leveraging the Girls United platform, ESSENCE and Ulta Beauty will partner once again for Girls United: Beautiful Possibilities, a mentoring initiative where six young women (ages 16-19) will embark on a journey of tapping into their entrepreneurial and creative spirit and discovering their personal potential. The women selected for this program will have the opportunity of a lifetime, including the chance to work on a special capsule collection for Ulta Beauty, being mentored by top beauty industry leaders and influencers, and receiving $10,000 that can be put towards college,. Applications are open now through November 30th. For more details, visit www.essence.com/beautifulpossibilities.
“Girls United by ESSENCE is an incredible platform that will give Gen Z women the tools and resources they need to excel in every area of their lives,” said Michelle Ebanks, ESSENCE CEO. “For far too long, there have been barriers that have kept young women from advancing—from the classroom to the boardroom. As ESSENCE gears towards it’s 50th anniversary, we remain committed to groundbreaking campaigns such as this that will provide the strategies and tools that young women need to help their dreams become a reality.”
For more on Girls United by ESSENCE, visit www.essence.com.
About Essence Communications Inc.
Essence Communications is the number one media, technology and commerce company dedicated to Black women and inspires a global audience of more than 20.2 million through diverse storytelling and immersive original content. With a multi-platform presence in publishing, experiential and online, ESSENCE encompasses its signature magazine; digital, video and social platforms; television specials; books; as well as live events, including Black Women in Music, Black Women in Hollywood, Street Style and the ESSENCE Festival. Essence Communications is owned by Essence Ventures, an independent Black-owned, consumer technology company merging content, community and commerce to meet the evolving cultural and lifestyle needs of people of color.
Sheila Harris, ESSENCE
Dana Baxter, ESSENCE