Häagen-Dazs Donates $100K to Beauty Industry Nonprofit Support Creatives

Häagen-Daz has donated $100K to Support Creatives, the nonprofit aimed at providing  stability for beauty industry professionals through education, mentorship and financial assistance.

Support Creatives is the latest recipient of the ice cream company’s $1.5 million #ThatsDazs Campaign.

The two organizations also partnered to create original social media imagery for the brand to showcase the new Häagen-Daz product, the Butter Cookie Cone.  It was shot by photographer Michael Dueñas (@michaelduenas).

The shoot also highlights diversity and inclusivity and recognizes the importance of underrepresented voices in the beauty industry, according to  Häagen-Daz and Support Creatives.

Dueñas told Happi that his inspiration for the shoot with Häagen-Dazs came from the textures and colors of the butter cookie cone. 

“The different flavors have their own identity; strawberry with vibrant and bright colors; chocolate and vanilla couldn't be more opposite in their color schemes.  The ice cream had a soft sheen to it and the cone had a very unique texture. To bring beauty into the shoot matching nails to the entire cone was the perfect way to create the identity for each look. The cones themselves have their own color story, each ice cream and topping matches itself; all in a decadent butter cookie cone.  I wanted the makeup and clothing to match each flavor to resemble how the ice cream and the toppings have the same color scheme. The clothing all had a unique texture and sheen to it to match the butter cookie cones' individual looks.  It became a color story thus creating each model's own identity to pair with their flavor of ice cream,” said Dueñas, who is also founder of Veluer Creative.

Mentees under the nonprofit had the opportunity to join a mix of talented creatives in beauty and other categories, including makeup artist Allan Avendaño (@allanface), hair stylist Cynthia Alvarez (@cynthiaalvarez), stylist Eric Owes (@ericowes) and video director Tony Corella (@tcorella) among others, to grow the nonprofit’s portfolio.