PeaceKeeper: Using Make-Up to Empower Women
PeaceKeeper is using the traditionally materialistic and aesthetic industry of cosmetics to propel women’s empowerment and to fund women’s advocacy and human rights issues. The for-benefit company was founded just over three years ago, and while it does not yet turn a profit, it is dedicated to women’s issues and has already donated money to these causes. Until becoming profitable, the company will donate one half of one percent of revenues to these causes. PeaceKeeper is part of a small — about 15 companies according to founder Jody Weiss — but growing community of for-benefit companies. These companies give 100% of profits after taxes, expenses, and modest reinvestment to charity. This structure was pioneered by Newman’s Own. The cosmetics company’s profits benefit 16 different charities: eight women’s health advocacy groups and eight human rights advocacy groups. Individual causes range from breast cancer and depression to the female sex slave trade and honor crimes. It has also launched a cause-related product called PeaceKeeper Unifem Gloss. 24% of the wholesale price of these PeaceKeeper Causemetics glosses is donated to the United Nations Development Fund for Women. It has been featured in various stores and magazines, and Weiss is proud to say that Nordstrom’s now offers the product. The gloss is also used as a tool to educate women, with pamphlets and information provided with the product and on the displays. The focus on women’s related causes is a way of aligning the PeaceKeeper customers and causes. Weiss emphasizes that women can ‘vote with their dollars,’ and must unite to have a stronger voice in society. This make-up line provides a forum for women to do this. The company also makes sure to address the perceived disconnect between women’s empowerment and pricey beauty products: “we paint ourselves not for approval from others but to celebrate our own beauty.” Individual colors are named after characteristics that women might find desirable, such as ‘Paint Me Loving’ and ‘Paint Me Wise’ in order to emphasize make-up as a way to accentuate a woman’s best qualities. Products come with a pocket guide to conflict resolution, and the website has a tutorial in expressing opinions without provoking conflict. A trademark of Wisdom Says, Inc. PeaceKeeper products are so named because “the very act of buying a product for which ALL profits support women’s health advocacy and urgent human rights issues transforms the buyer into a peacekeeper herself.” In addition to competing with cause, PeaceKeeper also uses more natural ingredients than more popular brands. No hazardous chemicals are used and colors come from minerals. It provides ingredient lists that are actually legible (for the lip gloss and lip paint at least), claiming ‘No Nasty Anything!’ With the slogan ‘Look good, Feel good, Do good,’ PeaceKeeper aims to provide more privileged women a way to help less privileged women in the world meanwhile satisfying their own beauty needs. Weiss strongly encourages other entrepreneurs to start for-benefit companies, emphasizing that the movement is gaining power. One of the most helpful resources for PeaceKeeper and Weiss has been joining community groups where fellow entrepreneurs and for-benefit companies can share ideas and experiences with each other. These groups and forums have provided tangible aid and social support to those involved. By Louise Doyle Based on interview with Jody Weiss, Founder and President of PeaceKeeper, conducted by Susan Hyatt. More information on PeaceKeeper can be found at: http://www.iamapeacekeeper.com/
