Cult Candle Company Boy Smells Launches Pride Social Media Campaign

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As in-person Pride events figure out how to creatively shift operations online, Boy Smells is joining the movement, launching a unique way to celebrate community during the month of June. Today, the cult candle and underwear brand is kicking off the Boy Smells Pride campaign. At the start of June, it announced a collection of six inclusivity-inspired candle scents, with proceeds benefiting The Trevor Project. Now, the new launch has an accompanying queer-led social media movement, centering on the illumination of inclusivity.

This Pride Month, Boy Smells founders Mathew Herman and David Kien are actively working to amplify voices of inclusivity, diversity, and gender, using the platform to support Black Lives Matter and the many diverse voices behind the Pride movement’s lengthy and ongoing history. The Pride campaign will include color takeovers throughout June and July, for which it will enlist six ambassadors to lead meaningful conversations via the brand’s social media.

The color takeovers, in partnership with the Trevor Project, will feature queer figures, including fashion model Richie Shazam, drag superstar Naomi Smalls, and activist Adam Eli. Each leader is tasked with personifying one of the six candles from the new Pride candle collection and its accompanying thought mantra in order to spark a conversation about their own experiences and identity. The takeovers will be hosted on Boy Smells’ various platforms, from social media to blog posts, Q&A sessions, digital community events, Instagram Lives, and more.

In the current social climate, Boy Smells’ collaboration with The Trevor Project is more important than ever. As the word’s largest LGBTQ suicide prevention and crisis intervention organization, the nonprofit has reported that in the wake of the pandemic, calls to its centers have more than doubled. As proud supporters of The Trevor Project, Boy Smells has pledged to donate 15 percent of June and July’s sales from the Pride collection to the organization.

Although Pride can’t take to the streets this year, that doesn’t mean that the celebration is silenced. The Boy Smells Pride campaign is another way to gather with thousands of others online and experience virtual community.

The Boy Smells Pride collection is now available online, and the Pride campaign will be updated weekly on its platforms.

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createdAt:Tue, 09 Jun 2020 21:09:52 +0000
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