NEW YORK, Dec. 3, 2019 /PRNewswire/ -- In order to demonstrate the power of makeup, Laura Geller joins forces with Beauty 2 The Streetz, a non-profit founded by Shirley Raines that serves the homeless population of Los Angeles by offering necessities (such as a hot shower and a hearty meal) and beauty treatments (including haircuts, hair color, makeup, and more). For its 2019 holiday campaign, the brand features seven cisgender and transgender homeless women from Skid Row, an area in downtown L.A., who embody the "Makeup Means Something" message.
"Laura Geller believes everyone deserves to feel beautiful regardless of where they lay their head at night. That's a bold statement," says Raines. "Other brands have been scared to partner with a nonprofit that helps the homeless, as if it's wrong to be without." The stunning images and video from the #MakeupMeansSomething campaign captures the true beauty of these women while helping to dispel misconceptions about the homeless community.
Long before her name was synonymous with Spackle Primer or Baked Gelato Highlighter, Laura Geller built her business on empowerment. "Many people feel that beauty is just about looking pretty, but it can be a game-changer," says Geller. "The seven women we shot for this campaign felt special because they were finally seen," adds Raines.
While over half a million people go homeless on any given night in America according to the U.S. Council of Economic Advisors, this epidemic continues to remain in the shadows. "There's a fine line between exploiting and educating, but showing people is not shaming them," explains Raines who has provided the public a rare glimpse of Skid Row through her organization's social media platforms. "There are so many different cultures, races, ages, gender identities, and sexual orientations that are mixed together in the streets. Someone finally took a chance and showcased that diversity, illustrating that homelessness affects people from every walk of life."
The #MakeupMeansSomething holiday campaign helps shine a light on the 60,000 people in Los Angeles currently experiencing homelessness and illustrates how beauty can make a difference. Geller's hope is that the confidence and happiness felt by these women in front of the camera continues to last long after the lipstick and mascara has disappeared. "You can take makeup off, but you can't wash away the feeling it gave you," says Raines.
Laura Geller will continue to support this initiative with product donations that help Beauty 2 The Streetz serve 800 people every Saturday on Skid Row. The beauty brand is also selling a limited-edition t-shirt and 100% of proceeds will benefit Beauty 2 The Streetz. Laura Geller looks forward to strengthening this relationship long after the holiday season has passed.
About Laura Geller: Veteran makeup artist Laura Geller founded her namesake beauty brand over 20 years ago with the mission of creating transformational products that put the joy in makeup. With her passion for beauty and natural teaching ability, the Broadway and TV makeup guru translates professional application into simple techniques for real women of all ages. Her easy-to-use artisanal formulas deliver exceptional coverage and color for every skin type and tone, and the results are be-YOU-ti-ful. Geller's best-selling Spackle® collection of primers, handmade Baked items and other high-quality makeup products are available on QVC, LauraGeller.com and select specialty beauty stores.
SOURCE Laura Geller