What’s It Like to Be a Trans Person? MAC Cosmetics Is About to Show You

New documentary More Than T airs tonight on Showtime

Praytell Strategy

One of the time-tested rules of Branding 101 is: Steer clear of controversy. That maxim would surely seem to apply to the issue of transgender Americans, who’ve found themselves in the cultural crosshairs in recent months. According to the National Conference of State Legislatures, 16 states have considered so-called “bathroom bills” (which would restrict access to restrooms according to the gender on one’s birth certificate), and 14 have weighed legislation that would curtail transgender students’ rights in school. Earlier this year, the Trump administration revoked the federal protections of transgender students issued during President Obama’s time in office, drawing yet another line in the sand in the ever-evolving yet ever-contentious issue of LGBT rights.

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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