Biden Beauty: Political Brand Activations
As explored in US Elections 2020: Brand Activations and Digital Activism, brands are engaging in the US presidential election (November 3) to an unprecedented extent. American beauty brands are rejecting apoliticism and launching fun, tongue-in-cheek product and engagement strategies to encourage their fans to vote.
Describing itself as “the year’s most important influencer brand,” new Biden Beauty is using make-up as a tool to vote Donald Trump out. The first beauty brand selling pro-Biden products (a blue make-up sponge and Biden merchandise), it is donating 100% of proceeds to the Democratic National Committee and the Biden-Harris presidential campaign effort. Originally created anonymously, it has now been revealed that men’s grooming and beauty site Very Good Light is behind Biden Beauty, which cheekily argues: “Let’s cancel out orange for good, the only way beauty knows how — with colour-correcting blue."
Teen-targeting acne brand Starface has also launched political products. It worked with the Alliance for Youth Action on a limited-edition Vote Stars, which offers the same benefits as the brand’s signature Hydro Star pimple patches, but with a politically directive makeover. Sale proceeds (up to $10k) will go to the organisation, which works to raise voter awareness and political power for America’s youth.
Elsewhere, brands are taking to social media and embracing marketing strategies to encourage widespread voting. Make-up brand Beauty Bakerie has shared voting guidance on its Instagram stories feature, while Alleyoop launched a voter turnout campaign on October 1 called “#WontBe53,” aimed at changing the statistic that 53% of non-voters are female (The Knight Foundation, 2020). Once consumers pledge to vote, the brand will gift a free product (up to $20).
It is now more imperative than ever that brands Take a Stand and actively use their voice and power to influence wider socioeconomic issues that matter to them.