Continuing a trend that has been going on for a few years now, marketers are once again playing it safe for Pride Month or even sitting it out entirely. Only a handful of brands are publicizing any LBGTQ+-oriented marketing in any significant manner. While it might be attributable to a polarized political climate, it also could be just a case of timing, with many opting to activate around the World Cup, which also begins in June.
Regardless, consumers are paying attention. According to research from Omnisend, nearly half of U.S. consumers (48%) consider brand participation in Pride Month activities to be important, with 14% saying it is extremely important. (Unsurprisingly, the younger cohorts skew more heavily toward participating in Pride Month activities). At the same time, 37% of consumers have noticed that many brands have been restrained in their efforts over the past few years.
Still, there are some brands that are activating around the month and we’ve rounded them up below.
Kiehl’s
Kiehl’s Since 1851 is leveraging Pride Month to launch its “Love is Natural campaign, which the brand describes as a “vibrant expression of authenticity, self-discovery and the freedom to exist fully as yourself.”
At the center of the effort is a collaboration with artist collective, “assume vivid astro focus,” using imagery that “captures the energy, fluidity, and joy of queer expression.” The campaign will live in Kiehl’s retail stores and digital platforms.
In addition, Kiehl’s is continuing its partnership with the Ali Forney Center, the nation’s largest nonprofit dedicated to protecting LGBTQ+ you from homelessness, for the third consecutive year. The company has committed to contributing $150,000 to the center, which will help provide safe, temporary housing and developmental services for more than 2,200 youth.
Sally Beauty
Another cosmetics and beauty brand, Sally Beauty is celebrating Pride Month with activations in New York City and Los Angeles, as part of the brand’s two-year-old “Rooted in Success” initiative. In Los Angeles, Sally Beauty will be part of the WeHo Pride Parade in West Hollywood, offering samples and gift cards. In New York City, meanwhile, the brand will bring an interactive experience, “Get the Beauty Scoop with Sally” at the NYC Pride March. For the activation, the brand will be handing out complimentary ice cream, beauty products and more.
“We believe beauty is a powerful form of self-expression and individuality,” said Chris Kobus, Chief Marketing Officer at Sally Beauty, in a release. “Pride is an opportunity to celebrate creativity, confidence and community, and we’re excited to connect with consumers where they are while continuing our commitment to fostering inclusivity through Rooted in Success.”
IKEA Canada
Across the northern border, IKEA Canada will honor the LGBTQ+ community with its limited-edition Rainbow cake, sales of which benefit Rainbow Railroad, an organization helping LGBTQ+ individuals facing persecution and violence. Through sales of the cake, IKEA Canada has contributed more than $600,000 to Rainbow Railroad.
Skiptown
Regional dog care company Skiptown has launched a month-long celebration inspired by the love dogs give their humans every day, regardless of identity. At locations in Atlanta, Charlotte and Denver, customers will be encouraged to celebrate “Love Unleashed” through events, experiences and partnerships with local LGBYQ+ organizations.
“Dogs have an incredible ability to bring people together and love without conditions. They don’t see differences in race, background, identity, or who you love; they simply offer acceptance,” said Kristen Risby, head of marketing & communications at Skiptown, in a release. “That spirit is at the heart of everything we do. We’re proud to be a place where every person and every pup feels welcomed, valued, and celebrated. Throughout Pride Month, we’re excited to create even more opportunities for connection, joy, and community.”
Hello Fresh
As this year’s cautionary tale, Hello Fresh found itself as the center of unwanted attention through a Pride Month social media message that alluded to a specific sexual activity (IYKYK). “We know eating isn’t always a top priority this month,” the post read. “We respect that. But for those of you who are … prepping … we have an extensive lineup of high-fiber recipes available. Happy Pride.”
Diesel and Tinder
Still, that backlash didn’t stop the dating apps from celebrating the month. Fashion brand Diesel and dating app Tinder created a “For Successful Loving” campaign (a play on Diesel’s “For Successful Living” platform. The collaboration includes a 17-piece capsule collection, a documentary style campaign and a $200,000 donation to Outright International.
“At Tinder, we don’t define what successful love looks like,” said Melissa Hobley, CMO of Tinder, in a press statement. “We help people discover it for themselves, and this partnership and collection with Diesel celebrates that spirit of exploration, visibility and connection.”
Grindr
Similarly, LGBTQ+-focused dating app Grindr has partnered with Madonna in a cross promotion of the app and the music star’s new album, “Confessions II.” The promo involved a pop-up performance by Madonna (and announced through the Grindr app) in Times Square, where she played three songs from her upcoming album. (She also played songs from its predecessor “Confessions on a Dance Floor.”)
“Gay culture has always been at the center of the conversation – setting trends, deciding what the world cares about next. That conversation starts on Grindr and even the Queen of Pop knows it,” says Tristan Pineiro, Grindr’s CMO, in a release.The performance was live streamed to users globally inside the Grindr app, and the company will also host it on its YouTube page. To convey the celebration, Grindr “reimagined” Times Square as “the Global Gayborhood,” showing 15 different camera angles, live dancers and the Grindr bus.
