Betabrand Uses Crowd-Sourcing to Cast Female PhD’s as Models

Mar 13 • Business • 1885 Views

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The hottest trend in the beauty industry today is using real women and forgoing the extreme retouching that has defined the industry. Dove led the way using un-retouched women for their Real Beauty campaign. More recently, Getty Images partnered with Facebook CEO Sheryl Sandberg to create a Lean In Collection that features empowering pictures of women to combat cookie-cutter images. Now, Betabrand has replaced their professional models with women who have Ph.D. degrees.

 

The idea started when founder Chris Lindland asked a neuropsychology graduate student if she wanted to model for the brand. As the first crowd-sourced fashion company in the world, Betabrand’s obvious next step was to take it to their fans. In the end, 60 female Ph.D.’s from around the world applied to represent the socially savvy brand. Lindland said the ladies added a fresh perspective on the brand’s image and, looking at their photographs, I agree. How often do you see so many smiles in a fashion layout? And look—they read!

 

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