Building on the success of its For Women in Science initiative, L’Oréal starts a similar program for girls in the USA. The cosmetics giant has launched the dedicated www.forgirlsinscience.org website, which is “designed to inspire and empower girls to pursue careers in science, technology, engineering and mathematics (S.T.E.M).” The new online destination, created to support the emerging female scientists, works as an educative and entertaining site at the same time.

Pic.: Chemistry girl on the For Girls in Science site, www.forgirlsinscience.org

The new interactive platform provides target teen audience—girls aged 13-18—with the most relevant information to help them build their profiles in science. The content is ranging from videos of women scientists at work, a career personality quiz, facts on famous women in S.T.E.M., career opportunities in S.T.E.M. fields, summer and weekend camps, and much more. To some extent, the new platform is created to demonstrate positive, inspirational examples of women in science to girls, who are considering pursuing such careers but think that they may be too boring or complicated.

“At L’Oréal USA, we are all about science,” shared Rebecca Caruso, EVP, Corporate Communications and External Affairs. “Ours is a company that is heavily committed to science. It’s part of our DNA and, we know that it can turn the impossible into the possible a dream into reality, and reinvent the future. We also know the depressing statistics about women in science and have been working to change them, first through our For Women In Science program and now through For Girls In Science. We are on the cusp of making science come alive for young girls in a compelling and relevant way.”

With the new platform, L’Oréal is among the first to merge two very important trends—championing scientific youth (Google Science Fair) and supporting talented women in science and business (Coca-Cola’s “5 by 20,” Cartier Women’s Initiative Awards, PepsiCo’s Women, the 5G Network, Veuve Cliquot Business Woman of the Year to name but a few).