ESSENCE, the leading media, technology, and commerce company serving Black women, debuts ESSENCE Girls United. This impactful new initiative is designed to inspire young Black women through a year-long mentorship program, as well as an interactive digital/social content hub that will convey the core principles of leadership and self-love.
ESSENCE Girls United demonstrates the iconic brand’s mission to serve its multigenerational audience globally as a 100% Black-owned company across its platforms through content, culture, and community—especially the millennials who comprise of 26% of its core. With its focus on mentoring young girls, this multi-platform program will feature year-round video, digital and social content that will focus on core pillars, including: “Owning Your Power,” “Presenting with Confidence,” “Developing Brand You,” “Finding Your Voice,” “Making a Difference In Your Community,” “Life Skills 101,” and “Self-Love.” The initiative will also feature workshops and conversations with thought leaders, a social network directory for girls to interact with each other, a mentorship program, a leadership development “toolkit,” events such as the upcoming ESSENCE Girls United Summit and much more.
“ESSENCE Girls United will allow us to even further demonstrate the brand’s commitment to inspire Black women by engaging this vital audience,” said Moana Luu, ESSENCE Chief Content and Chief Creative Officer. “With year-round content across all of our digital and social platforms, ESSENCE will be a great resource for our girls in the areas of leadership, confidence, and self-love.”
As part of the initiative, ESSENCE and Ulta Beauty will join forces to co-produce ESSENCE Girls United: Beautiful Possibilities. This exciting six-part web series will use digital and social content to create a deeper connection with young Black women. The web series will include a search to discover six young women who will then embark on a journey to discover their personal potential and elevate their entrepreneurial spirit all within the beauty industry. Each young woman will have a chance to participate in an opportunity of a lifetime, including helping to create a limited-time collection for Ulta Beauty; mentorship by ESSENCE and Ulta Beauty brand leaders and more. ESSENCE Girls United: Beautiful Possibilities is open nationally to girls ages 16-19.
For more on ESSENCE, Girls United visit ESSENCE.com/GirlsUnited, pick up the November issue of ESSENCE or join the conversation on social @Essence #ESSENCEGirlsUnited.