podcast production; branding; marketing; social media

The Fairchild Founder's Fund: DE&I Edition

We worked with the beauty and wellness company on sourcing, studying and supporting the next generation of brands and talent through programming that tapped into print, digital and experiential audiences.

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The Brief

With the beauty and wellness industries booming more than ever before, the amount of undiscovered and indie brands that are making strides in these sectors pop up more quickly than can be traced. At the time of the program, P&G Beauty was in the market to acquire new brands that could properly fit into their portfolio, but also had a diverse founder and DE&I as an important part of their foundation. They partnered with us on our first-ever Fairchild Founder's Fund to seek out the next generation of entrepreneurs.

Research and Development

A main portion of the research and development for this program centered around a company application/survey with specific parameters and criteria to follow. The application accumulated basic business details, while honing in on the importance of DE&I in their business model in other questions.

Project metrics (tap to reveal)

2.8M+

overall Program impressions

750K+

Total Email Blast  Promotion Impressions

395K+

Social Media Impressions

188

Diversity Webinar Attendees

The Solution

The Fairchild Founders Fund: DE&I Edition, in partnership with P&G Beauty, was a first-of-its-kind entrepreneurial focused opportunity designed to find the next generation of companies who are making a difference in diversity, equity and inclusion.

The program was open to people of color and other demographically diverse groups in fashion apparel, retail, footwear, beauty and wellness. We promoted an application for nearly two months time and accumulated a total of 47 applicants from a variety of industries.

The program curated a council of five members to review the ten pre-selected applications from the Fairchild Founder’s Fund survey/application, and determine three finalists and ultimately, one final winner.

The council consisted of the following judges:

Andrea Wilkerson, Brand VP, Analytics and Insights, P&G Beauty, Global Skin and Personal Care

Kelly Vanasse, CCO, P&G Beauty, Grooming & Health

Jenny B. Fine, Executive Editor, WWD and Beauty Inc

Tara Donaldson, Executive Editor, WWD, and Head of Diversity, Equity and Inclusion at Fairchild Media Group

Arthur Zackziewicz, Executive Editor of Strategic Content Development, WWD

From the list of applicants, three finalists were selected to submit a 7-10 minute elevator pitch of their brand/company, including information on how it contributes to the DE&I facet of their industries, and what their plans will be should they win the fund.

One winner was then selected, and received monetary grant and executive mentorship from P&G Beauty, as well as a feature in WWD’s Digital Daily, Beauty Inc Newsletter and on WWD.com, spotlighting their business.

Deployment and Results

The program spanned across a total of 6 months with different portions of the program in focus at various times. The program yielded a total of 2.8 million impressions across the span of time for P&G Beauty. A total of 47 applicants met the criteria determined and were reviewed by the Fairchild Founder's Fund council, resulting in 3 finalists, and ultimately 1 winner, which was company Mistee Wants to Know Inc., who developed a revolutionary dry styling tool.