In a bid to raise awareness around
growing environmental concerns and the adverse effects that climate change
could have on the skin, body-positive, vegan skincare brand Skin
Proud has partnered with
comedian Cat Cohen and nonprofit
organization Intersectional Environmentalist
(IE) to release a parody
video titled “Get Ready With Me for the End of the World.”
Skin Proud's parody video jumps on the viral 'Get Ready With Me'
(GRWM) TikTok trend, where content creators walk viewers through a
particular part of their daily makeup or skincare routines. Set in the year
2050, "GRWM for the End of the World" sees Cohen present her followers with
the beauty products people will need to use in the future due to a
drastically deteriorated climate. These include an SPF 5000+ sunscreen that
protects the skin from extreme UV radiation exposure, a
microplastic-removing face mask, and an industrial-grade toner that protects
the skin from harmful air pollutants.
Research from IE — a climate justice community and resource hub amplifying
BIPOC and other historically excluded voices from the environmental movement
— reveals climate change could lead to increased ultraviolet (UV) radiation,
heat and air pollutants that damage skin and increase the likelihood of
conditions such as eczema, atopic dermatitis and skin cancer. Based on these
findings, IE helped formulate the beauty bag of 2050. The full kit includes:
-
SPF 5000+: If the ozone layer continues to deplete at the current rate,
we will need SPF 5000+ to protect us from skin cancer.
-
Inflamm-a-Toner: If the temperature continues to rise, we’ll need
industrial-grade toners to balance the skin’s pH and protect it from
dangerous toxins.
-
Microplastic Removal Mask: If the fossil fuel industry keeps up with
plastic production, we will need a special mask to draw microplastics out of
our skin to keep it clear and glowy.
-
Extinguisher Repair Mask: If wildfire smoke continues to pollute the air,
we’ll need this ultra-intense hydrating mask to prevent skin conditions such
as eczema and dermatitis.
“Environmental injustices have created the urgency we face today to prevent
the rise in global temperatures. The next few years are critical to ensure
transformational and just
change that protects both people and the planet,” said Diandra
Esparza, Executive
Director at IE. “Learning about the climate crisis and its solutions has
historically been gate-kept in scientific journals and academic spaces.
Making climate education accessible through artistic storytelling means we
can reach and mobilize more people into hopeful action for our planet.”
Cohen is a comedian, actress and singer best known for her hit Netflix
special, “The Twist…? She’s Gorgeous!” Her recent works include the Paramount+
feature film, At Midnight and the upcoming Hulu series, “While You Were
Breeding.” Her “GRWM” collaboration video lives on Cohen’s TikTok
page.
The TikTok trending hashtag
#GRWM currently holds 85.3 billion views, which speaks to the strength of using
the app as an activism platform to reach young people.
"The window to avoid dangerous and potentially deadly climate change is rapidly
closing.
We feel now, more than ever, is the time to use our platform to make education
about climate action accessible to as many people as possible — which is why we
were moved to partner with, and make a donation to, IE — who champions the
accessible climate action movement,” said Nora
Zukauskaite, Global Marketing
Director at Skin Proud parent company I Am
Proud. “Partnering with the
talented Cat Cohen as well is a remarkable opportunity to make a fun, accurate
and impactful piece of content to help people feel more optimistic about the
future and commit to real action,” Zukauskaite added. “Laughter is the ultimate
unifier, and we want to use it to educate and inspire change.”
Skin Proud is a vegan, cruelty-free skincare brand made for all skin types –
championing imperfections and perfections. GRWM is the latest purpose-driven
campaign from the I am Proud family that addresses social justice. It follows
the success of Skin Proud’s January 2022 Veganuary “Cowfunding” campaign, which
saw 50 percent of profits donated to Animal
Equality; and May 2022 Mental Health Awareness
campaign, which saw 10 percent of profits donated to Sad Girls
Club. Through this most recent partnership, Skin
Proud will be donating a portion of proceeds to Intersectional Environmentalist.
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Sustainable Brands Staff
Published Apr 19, 2023 2pm EDT / 11am PDT / 7pm BST / 8pm CEST