COVERGIRL Launches 'COVERGIRL Clean Makeup for Clean Water' Campaign with Half-Million Dollar Donation, Offers Consumers Opportunity to Help

HUNT VALLEY, Md., Jan. 5 /PRNewswire/ -- COVERGIRL, the nation's number one cosmetic brand announced today a charitable partnership between its Clean brand of makeup and the Children's Safe Drinking Water (CSDW) program, an organization dedicated to addressing the critical, global need for clean, safe drinking water. In celebration of the millions of loyal Clean Makeup users, COVERGIRL launched the campaign, "COVERGIRL Clean Makeup for Clean Water," with a one time $500,000 contribution to CSDW.

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"COVERGIRL's generous donation will provide 50 million liters of clean water to children in need around the world, which prevent millions of days of potentially deadly diarrhea and save lives," says Dr. Greg Allgood, Director, CSDW. "More than 4,000 children die every day from diseases caused by unsafe drinking water, and we're thrilled to join the COVERGIRL Clean Makeup for Clean Water Campaign to help eradicate this global health issue." The campaign will deliver clean, purified drinking water to needy areas via low-cost, PUR(TM) packet technology that purifies even heavily-contaminated drinking water so it meets World Health Organization standards for safe drinking water.

"Women who use COVERGIRL Clean Makeup products value inner as well as outer beauty and are sensitive to the needs in the world," explains Vince Hudson, Marketing Director, COVERGIRL, Procter & Gamble Beauty. "COVERGIRL Clean Makeup transforms you into your most beautiful you without breaking your wallet. The same is true of the COVERGIRL Clean Makeup for Clean Water Campaign: It delivers clean drinking water to needy areas around the world, transforming lives for mere pennies a day. It's a beautiful thing!"

Inspiration in Action

This past September, actor Dania Ramirez, the newest spokesmodel for COVERGIRL and the face of COVERGIRL Clean Makeup's new Sensitive Skin formula, returned to her native Dominican Republic to help deliver a year's supply of clean drinking water to villages in need as part of the Campaign.

"I was thrilled to be back in my home country to help COVERGIRL deliver clean drinking water," she says. "I know firsthand that a shortage of safe drinking water can be a matter of life or death. When I was growing up, at times we had to boil our water before drinking it so we didn't get sick or worse.

That's why I'm so proud to be part of the COVERGIRL Clean Makeup for Clean Water Campaign and to help save lives in my home country and other areas of need. I love that COVERGIRL Clean Makeup is sensitive to your needs and to the needs of the world."

In the Dominican Republic, Dania and the COVERGIRL team joined forces with CSDW and Population Services International (PSI), an organization that works in partnership with CSDW across Latin America and helped facilitate the delivery of clean drinking water in the Dominican Republic for the COVERGIRL Clean Makeup for Clean Water Campaign.

Getting Involved

COVERGIRL is making it possible for their consumers to join the global effort to supply clean, safe drinking water to children in need. Starting today, COVERGIRL consumers can enter an online contest by submitting a short video explaining how you give back to make the world a better place and why this makes you beautiful, inside and out. For every entry received, COVERGIRL will provide one week's worth of clean drinking water to a child in need. Entrants also have a chance to win a humanitarian trip to Africa as part of the next Clean Makeup for Clean Water mission. Visit www.covergirl.com/cleanforclean to enter and learn more about the COVERGIRL Clean Makeup for Clean Water Campaign.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

SOURCE CoverGirl Cosmetics