Häagen-Dazs, the ice cream company, has donated US$100,000 to support underrepresented talent within the beauty industry.
The investment in non-profit organisation Support Creatives is said to help beauty professionals launch their careers, providing education, mentorship and financial assistance.
The partnership also provides up-and-coming talent with a platform to showcase their work, with the first being a photoshoot for Häagen-Dazs' new Cookie Butter Cone.
Make-up artist Allan Avendaño and hair stylist Cynthia Alvarez created four looks based on the cone’s flavours – vanilla, strawberry, chocolate and coffee.
The campaign was photographed by Support Creatives President Michael Dueñas.
"I came up with the inspiration for the shoot... from the textures and colors of the Butter Cookie Cone," said Dueñas.
"The different flavours have their own identity – strawberry with vibrant and bright colours, [while] chocolate and vanilla could not be more opposite in their colour schemes."
The beauty looks for the campaign focused on the cone's four key flavours (Credit: Michael Dueñas)
“When the Cookie Butter Cone is your muse and Support Creatives are your artists… magic happens,” Support Creatives posted on Instagram.
“We had the best time partnering with Häagen-Dazs and [we are] so grateful for its support to keep us helping fellow creatives.”
This is Häagen-Dazs' first investment in a beauty-focused organisation.
The investment is part of the food giant’s #ThatsDazs initiative, which pledges to donate $1.5m to marginalised artists and communities.
The company has donated $100,000 to five organisations every year since its launch in 2021.
