Beauty Brands Partner With Women's Mags For Girl-Powered Videos

For more than a year, brands like Dove, Pantene and Always have flooded the airwaves with ads pushing pro-female messages. When it comes to cosmetics companies, however, taking the traditional approach–a model batting impossibly long lashes, a celebrity pouting perfectly lacquered lips–still seems to reign. But lately, some of these brands have been dipping their toes into the empowerment trend by partnering with women's magazines to create sponsored video content with a girl-power twist.