CoverGirl launches platform to support a cruelty-free industry

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CoverGirl launches platform to support a cruelty-free industry

On the heels of becoming a Leaping Bunny Certified cosmetics brand, CoverGirl is launching a new initiative to encourage and support a cruelty-free industry.

To do so, the brand is inviting consumers to make a pledge for this cause by launching the #CoverGirlCrueltyFree movement.

To participate in the campaign, CoverGirl is encouraging people to visit the Signature Selfies section of its website, take a selfie, sign it and then post it to the Instagram story feature on their account with the #CoverGirlCrueltyFree hashtag.

By doing so, those who have participated with have their name added to the list of signatures currently supporting a cruelty-free industry and in addition, have their selfie appear on the brand’s New York City Times Square billboard.

Times Square also happens to be the location of the beauty brand's first-ever flagship store.

The campaign's main goal is to create a platform where cruelty-free supporters can make their voices heard, the company said.

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