EcoTools: Cause Marketing with #MyTrueBeauty



Increase awareness and affinity for EcoTools through an engaging national program that creates brand buzz, connects with consumers in an authentic way and showcases the brand’s ability to weave beauty into a multifunctional lifestyle.


Over the past several years, Zeno S&E has helped EcoTools spread their message of female empowerment and encouraging all women to embrace #MyTrueBeauty through strategic celebrity ambassadors.

EcoTools first launched the #MyTrueBeauty campaign in 2015, focusing on flooding social media with messages of female positivity. For each message of #MyTrueBeauty, EcoTools donated $1 to Glamour’s The Girl Project – a global philanthropic initiative to support education for young women around the world. Zeno S&E procured a partnership deal with actress and activist Sophia Bush in 2015 and 2016 to serve as a mouthpiece to speak with top-tier beauty and lifestyle media about the movement and moderate an all-women panel at EcoTools’ Women Empowerment Luncheon.

In 2017, the momentum continued by partnering with actress and singer, Vanessa Hudgens. The S&E team negotiated an endorsement deal for Vanessa to kick-off the #MyTrueBeauty campaign, which included an eight-week mobile tour. The partnership kicked off with an event in New York City where Vanessa conducted media interviews with 19 top-tier media and sat on a panel with other beauty gatekeepers and influencers to celebrate strength, beauty and authenticity in today’s world for today’s woman.