09.20.21
Led by Versed and Youth to the People, over 100 beauty and wellness brands, whose online footprints exceed 40 million followers, are hitting pause on their social media platforms on Tuesday, September 21st.
The beauty executives are joining to take a stand, and advocate for solutions to the growing climate crisis through CodeRed4Climate.
Versed founder and president, Melanie Bender, is the leader of CodeRed4Climate, and comments:
“It’s not enough to care. Humankind must act - and to avoid disastrous consequences for generations to come, we must act together. Beauty is an industry of trend makers. We want to use that influence to kickstart a movement of climate responsibility and action - before it’s too late.”
The call-to-action directs consumers to join beauty brands in calling their representatives to urge for new climate policy. A number of the participating companies are also shutting down their ecommerce sites for the day, such as Versed and Youth To The People.The marketing blackout is accompanied by an open letter to Congress indicating the business leaders’ support for lawmaker action on climate, in addition to a pledge of continued climate action.
Beauty Brands Sign On
Participants include Biossance, Participants include Biossance, IPSY, Kjaer Weiss, Pacifica, Phlur, Saint Jane, ILIA, e.l.f. cosmetics, Keys Soulcare, Cocokind, Uoma Beauty, and more.Pictured above are screenshots of beauty executives featured in videos posted to Instagram at @itsplaneta —bender's video is posted below, see the rest on IG.
Shown above, top row are, left to right:
- Georgie Greville, co-founder and creative director, Milk Makeup
- Melanie Bender, founding president of Versed
- Cashmere Nicole, founder and CEO, Beauty Bakerie
- Nancy Twine, founder and CEO, Briogeo
- Alicia Yoon, founder, Peach & Lily
- Randi Christiansen, co-founder, Necessaire
Closing the Gap Between Climate Attitude and Action
CodeRed4Climate is aimed at closing the gap between climate attitude and action. Congress has only passed one major energy bill in the last 14 years.The initiative was developed in partnership with Versed, Youth To The People and Call4Climate, a project of nonprofit media lab Fossil Free Media.
The CodeRed4Climate platform urges lawmakers to support climate policy in four key areas:
- Clean Electricity Payment Program that cuts emissions and modernizes our grid
- Directing 40% of funding to frontline communities
- Ending subsidies for fossil fuel corporations
- Formation of a Civilian Climate Corps that puts people to work
Rather than a one-time campaign, CodeRed4Climate will roll into Planet A, a movement of continued collaboration and action among the brands, and offers a blueprint for climate action within other industries.
