×
You will be redirected back to your article in seconds

Shonda Rhimes’ Latest Project Seeks to Challenge Beauty Stereotypes

Shonda Rhimes is teaming up with beauty brand Dove to launch a new program that aims to build sisterhood, conversation, and collaboration between women and girls.

The showrunner celebrated the launch of Girl Collective with an event in Los Angeles this month that also drew musician SZA and transgender activist Jazz Jennings as panelists. Rhimes, who has been the Dove “chief storyteller” for the past two years, says it was important for her to participate in a forum that would give women a chance to share their own stories and struggles, while working to redefine notions of beauty and acceptance.

attends Dove's Launch of "Girl Collective" - The First Ever Dove Self-Esteem Project Mega-Event on October 6, 2018 in Los Angeles, California.

While Dove is known for their line of bath and body products, the company has also stepped up efforts to challenge beauty stereotypes through its Self Esteem Project, which launched in 2004. Girl Collective will offer conversation forums, mentorship, and training materials for teachers, parents, and students to start tackling issues like body image, bullying, and sexuality.

Known for creating female-driven shows like “Scandal,” “Grey’s Anatomy,” and “How to Get Away With Murder,” Rhimes says she wants to encourage women and girls to remember that they are “the main character of their own story,” and that they should “claim their power and begin defining beauty for themselves.”

“Six in 10 girls believe that to do well in life, they have to look a certain way and that just shouldn’t be,” says Rhimes. “I’m proud to be a part of this remarkable community which illustrates the magic we can unlock when we work together to inspire change and build confidence.”

“We launched the Dove Self Esteem Project in 2004 with the intent of helping the next generation develop a positive relationship with beauty and provide parents and mentors the resources to impact the self-esteem of the girls in their lives,” adds Dove director of marketing Amy Stepanian. “With Girl Collective, we’re excited to offer an always-on, evolving resource for real women and girls to explore the issues that inhibit self-esteem, and collaborate to find solutions and inspire one another.”

In addition to SZA and Jennings, inaugural members of the Girl Collective group include the intimate apparel brand Aerie and the all-female dance troupe Syncopated Ladies.

Rhimes, who signed a multi-year development deal with Netflix last year, is also an ambassador for Dove’s Real Beauty Productions, which produces short films and campaigns with the goal of giving women a chance to see themselves represented in media and culture.

VarietySPY editorial products are independently selected. If you buy something through our links, PMC may earn an affiliate commission.

More Biz

  • Universal Music Hires JJ Corsini and

    JJ Corsini and Chris Hovsepian Join Universal Music in Global Artist Development Roles

    Universal Music Group today announced that JJ Corsini and Chris Hovsepian (pictured above, right and left, respectively) each have been named Senior Vice President, Artist Development, effective Wed., May 1. They join from Apple Music, where they served as key members of the company’s Global Artist Relations team since the launch of the streaming service. [...]

  • Kevin Mayer Disney chief strategy officer

    Disney to Put Emphasis on Asia Growth, Direct to Consumer

    The newly expanded Walt Disney is to place particular emphasis on Asia as it rationalizes its recent acquisition of 21st Century Fox and as it prepares to expand its direct-to-consumer (D2C) businesses. “Asia Pacific is one of the growth drivers [of the new Disney]. Asia is super important to us,” said Kevin Mayer, chairman of [...]

  • Woodstock 50 Promoters Issue Statement on

    Woodstock 50 Promoters Issue Statement on Ticket On-Sale Delay

    The organizers of the Woodstock 50 anniversary festival — scheduled for Aug. 16-18 in Upstate New York and headlined by Jay-Z, Dead & Company, Miley Cyrus and others — have issued a statement on the delay in the event’s ticket on-sale date, which was originally scheduled for Monday but was abruptly postponed over the weekend. [...]

  • In this image released, general views

    Comcast Considers NBC Sky News Channel as NBCUniversal Revs Streaming Strategy

    Comcast is considering the launch of a news channel that would draw from the resources of NBC News and Sky News. Comcast chairman-CEO Brian Roberts dropped that tidbit during his remarks Thursday morning on the cable giant’s first quarter earnings call with Wall Street analysts. NBCUniversal CEO Steve Burke also spoke enthusiastically about NBCU’s progress [...]

  • Brian Roberts Olympics NBC Comcast

    Comcast Q1 Profit Rises On High-Speed Internet, Sky Results

    Comcast Corp. said profit for the first quarter of 2019 rose 14% thanks to new subscribers coming to its cable unit for high-speed online service and the addition of its recently acquired Sky PLC European-satellite business. The owner of NBCUniversal and the Comcast cable business said profit came to $3.55 billion, or 77 cents a [...]

  • Netflix-logo-N-icon

    Netflix Raises $2.2 Billion Through Junk-Bond Offering

    Netflix just went deeper into hock: The company announced the pricing of unsecured bonds in a transaction raising around $2.2 billion, giving it more cash to invest in content, real estate and infrastructure. The streamer had said Tuesday that it planned to raise $2 billion through a new debt offering, bringing its long-term debt to [...]

  • Ridiculous Six

    Netflix Benefits From Changes in New Mexico's Production Incentives

    When New Mexico’s new governor, Democrat Michelle Lujan Grisham, signed SB2 in late March, the headline was that it more than doubled the annual cap on the state’s 25%- to 30%-per-project refundable film and TV tax credit, from $50 million to $110 million.  Arguably more noteworthy, however, was the new law’s provision that the cap [...]

More From Our Brands

Access exclusive content