IT Cosmetics launches “Go For IT”
Over the past three years, IT Cosmetics has conducted the world’s largest survey of women’s confidence with strategic consulting firm Eranos. Through this work, IT Cosmetics discovered that trust, contrary to popular belief, is not an individual possession. Rather, it is something we all receive, give and share with others1.
Founder of Computer Cosmetics, Jamie Kern Lima, is no stranger to the summons of inner confidence. While working as a news anchor, she battled rosacea, a skin condition that causes redness and visible texture. Undeterred, Jamie turned his insecurities into action. She partnered with plastic surgeons and dermatologists to develop the beauty products she was looking for. Jamie named her brand IT Cosmetics – “IT” stands for Innovative Technology – and after years of rejection she was lucky enough to appear on QVC. She sold her Bye Bye Under Eye Concealer in less than 10 minutes!
Jamie believed in herself and took a huge risk to do things differently, even when many advised her not to. She was vulnerable and fearless when she brushed off her makeup on live television, revealing her skin condition. This courageous act resonated with women across the country, inspiring them to embrace their own beauty with confidence.
Today, Jamie continues to lend her voice to inspire women to Go For IT and build themselves through her new book, Believe it: how to go from underrated to unstoppable.
“I put all my heart and soul into founding IT Cosmetics because I wanted people like me who don’t feel seen or heard in the beauty industry to know that they are beautiful, confident. and loved, ”Jamie said. “It is my dream for all of us to uplift each other, celebrate our differences and support each other on our individual journeys of trust. That’s what it’s about ! “
Understanding women’s confidence
By leading the the world’s largest study of women’s confidence in partnership with the strategic consulting firm Eranos, IT Cosmetics has discovered that women’s trust is not a personal matter, but rather relational and collective. To highlight this finding, IT Cosmetics commissioned additional research to identify the female confidence gap – how women perceive themselves versus how they perceive confident women. Although the traits that women associate with confidence differ across countries, the study found that the struggle for self-confidence is universal. It is a continuous job as women try new things and move forward in their personal and professional lives. For example:
- American women see confident women as confident (76%) and courageous (67%), but only 29% and 23% associate with these qualities2
- British women consider confident women to be confident (50%) and courageous (56%), but only 14% and 18% associate with these qualities3
- Chinese women see confident women as being courageous (53%) and outspoken (52%), but only 26% and 42% associate with these qualities4
- French women see self-confident women as self-confident (47%) and goal-oriented (51%), but only 8% and 38% associate with these qualities5
- German women see confident women as determined (80%) and confident (62%), but only 34% and 25% associate with these qualities6
- Mexican women see confident women as determined (86%) and courageous (64%), but only 53% and 47% associate with these qualities7
Measurable action to support the confidence of women in the world
IT Cosmetics partners with Kiva, a nonprofit organization that helps women bridge the economic opportunity gap through community loans, which improves job security and self-confidence. This International Women’s Day (March 8, 2021), IT Cosmetics encourages the IT community to ready 25 $ to the women entrepreneurs that IT Cosmetics will match (up to $ 100,000 U.S. dollars). Members of the IT community are also invited to apply for a loan to fuel their own passion project or career. By 2030, IT Cosmetics is committed to lending $ 2 million to support women’s businesses through Kiva.
Additionally, IT Cosmetics will use its platform to spotlight inspiring stories from members of the IT community as they confidently explore their own relationships.
Driving change from within
Beyond its partnership with Kiva, IT Cosmetics will enable its community and employees to build and strengthen their own confidence by implementing Bend over in circles, workshops that foster bonds between small groups of women to share experiences, strengthen each other and celebrate successes.
“IT Cosmetics believes that confidence comes from within and is cultivated when women have the confidence and the community networks to uplift them”, Kristen coming, said Senior Vice President, Consumer Engagement at IT Cosmetics. “We are excited to partner with Kiva and LeanIn.Org to enable the IT community to begin or take the next step in their trust journey and provide them with the support networks to help them thrive. “
To learn more about IT Cosmetics and to watch our Go For IT video, visit itcosmetics.com/goforit.
IT Cosmetics partnered with strategic consulting firm Eranos to conduct live interviews with 176 women and collated the results of 11,000 online surveys completed by Americans, French, Germans, Mexicans, Brits, Chinese, Hong Kong regional, Japanese, Korean, Russian and Australian women. We defined a Women’s Confidence Score (WOCO) by country, to compare the experiences of women’s trust in countries with very different cultures.
IT Cosmetics has partnered with Ipsos to conduct an American survey between June 18 – June 21, 2019. For this survey, a sample of approximately 1,510 women was interviewed online in English. Additionally, IT Cosmetics conducted another survey with Toluna to survey 3,247 women in the UK, France, Germany, Mexico and China Between September 1st – September 6, 2019.
About computer cosmetics
Innovative technology is information technology. Our mission is to make the world more beautiful through our products, through our actions and through our belief that everyone is beautiful and deserves to feel the most beautiful. Developed with the knowledge of plastic surgeons and the expertise of dermatologists in ingredients and skin care, IT Cosmetics creates makeup and skin care products that solve problems and give you real results. IT exists to make you feel the most confident! Currently available in more than 20 countries, IT Cosmetics continues to develop its global presence.
For more information on IT Cosmetics, visit itcosmetics.com.
Problem solving. Skin lover. Confidence building.
Kiva is a 501 (c) (3) international non-profit organization whose mission is to expand financial access to help underserved communities thrive. Kiva was founded in San Francisco in 2005 and consists of three main business lines focused on impact: Kiva.org, Kiva Protocol and Kiva Capital Management. Kiva’s crowdfunding platform, Kiva.org, allows individuals to lend as little as 25 $ make a difference in someone’s life. Kiva’s protocol aims to establish the financial identity and credit histories of unbanked populations using distributed ledger (DLT) technology, with its inaugural project currently being implemented in Sierra Leone. Kiva Capital Management is a future subsidiary of Kiva that will function as a priority impact asset manager connecting Kiva’s network of field partners to institutional capital, thus increasing Kiva’s ability to lend to underserved populations around the world.
An initiative of the Sheryl Sandberg & Dave Goldberg Family Foundation, LeanIn.Org aims to drive systemic change by helping women achieve their ambitions and working to create a more equal world. LeanIn.Org runs programs to fight prejudice, conducts original research, provides free educational materials, advocates for better public policy, and offers support through Lean In Circles, small groups of peers that come together regularly to learn and grow together. The Lean In community includes more than two million women and men and 50,000 Lean In circles in 184 countries. The Sheryl Sandberg & Dave Goldberg Family Foundation, which also manages OptionB.Org, is a private, non-profit organization under section 501 (c) (3) of the IRS.
Monique peterson from Golin: [email protected]
Michelle sachs from Golin: [email protected]
1 IT Cosmetics x Eranos Woman 2020 Trust Backgrounder
2 IT Cosmetics x Ipsos Public Affairs US Omnibus survey June 2019
3 IT Cosmetics x Toluna International survey September 2019
4 IT Cosmetics x Toluna International survey September 2019
5 IT Cosmetics x Toluna International survey September 2019
6 IT Cosmetics x Toluna International survey September 2019
7 IT Cosmetics x Toluna International survey September 2019
SOURCE IT Cosmetics