How Brands are Celebrating Pride Month 2020
The annual New York City Pride March is a immense platform for brands to show their inclusivity and support of the LGBTQ community. This year marks the 50th anniversary of the NYC Pride March, which has been cancelled this year due to the pandemic and protests. However, without a parade, many brands are scrambling to figure out how to honor Pride Month’s celebrations and are looking for more ways to connect with consumers to honor the LGBT community.
Spotify is harnessing the power of music to bring pride and togetherness by streaming LGBTQ artists and creators and connecting them to fans around the world. The campaign “Unlike Any Other” features new content and experiences on the “Pride Hub” platform with podcasts that is available on Amplify. The hub includes a variety of curated Pride-themed playlists ranging Pride Classics, Latin Pride, Alternative Pride, Disco Fever, Queer as Folk, and many more.
Truly Hard Seltzer, owned by The Boston Beer Company, is taking over Time Square billboard for the entirety of June. In addition to its out-of-home (OOH) social campaign, it also launched a social media hashtag of #TrulyPride, which encourages fans to submit photos of how they are celebrating Pride month. The campaign includes a content series in which Truly will share 16 stories, to match with their 16 flavors, throughout June. The seltzer brand is also donating $100,000 to nonprofit GLAAD to support ongoing initiatives and address workplace discrimination.
Boy Smells, a candle company that aims to “embrace masculine and feminine simultaneously in a simple and straightforward way that isn’t overtly targeted to one gender”, launched its Pride collection illuminating a diversity of colors and scents, designed to appeal to everybody of every gender. It has also partnered up and contribute donation to The Trevor Project, the world’s largest suicide prevention and crisis intervention organization for LGBTQ and young people. Many other beauty brands such as Kiehl’s, Jacobs Beauty, and Bliss have all released a Pride edition of their product (rainbow makeup remover wipes, lip gloss, etc) and have also donated to The Trevor Project also.
NYX Professional Makeup has taken the lead in the beauty community as it is hosting its first virtual Pride march on Instagram @nyxcosmetics. To join the march, fans can post photos of themselves in the NYX’s filter using #ProudAlliesForAll. These user generated posts will then be shared across NYX’s social media channels to promote and celebrate the virtual campaign throughout June. The L’Oréal-owned brand’s virtual Pride is a sign of how brands will continue to explore different methods to revamp their digital marketing strategies in the future. In addition, NYX has partnered up with Livebeat, a streaming series on its e-commerce platform that donates $1 for every view of a live makeup tutorial.
For more on how fashion and beauty brands are giving back for Pride Month 2020, check out these Pride-themed collections here.