As if we all needed another reason to love Häagen-Dazs, the luxury ice cream brand has just stepped up to do some good for up-and-coming beauty pros in our industry. Häagen-Dazs recently announced its $100,000 pledge to Support Creatives, a beauty nonprofit aimed at providing stability for beauty industry pros through education, mentorship, and financial assistance.
This partnership, which marks the ice cream brand’s first with a beauty-focused organization, directly supports Häagen-Dazs’ #ThatsDazs campaign, which launched in 2021 with a $1.5 million commitment to uplift a new generation of diverse artists and creators over three years. In addition to Häagen-Dazs’ donation, has also teamed up with the nonprofit on an original beauty shoot to capture its latest frozen dessert, the Butter Cookie Cone.
A breakthrough innovation, the Butter Cookie Cone—a buttery, thick, crunchy butter cookie lined with rich chocolate, unlike the traditional waffle cone—is a category first for the U.S. market for frozen desserts. Even more exciting is the fact that this treat pairs so perfectly with four of Häagen-Dazs’ legendary, top-selling ice cream flavors: Vanilla, Strawberry, Chocolate, and Coffee.
When it came to the beauty shoot, the creative team—which included photographer Michael Dueñas (@michaelduenas), makeup artist Allan Avendaño, (@allanface), hairstylist Cynthia Alvarez (@cynthiaalvarez), stylist Eric Owes (@ericowes), and video director Tony Corella (@tcorella) among others—looked to the Häagen-Dazs ice cream flavors for inspiration.
“I came up with the inspiration for the shoot with Support Creatives and Häagen-Dazs from the textures and colors of the butter cookie cone. The different flavors have their own identity; strawberry with vibrant and bright colors; chocolate and vanilla couldn’t be more opposite in their color schemes. The ice cream had a soft sheen to it and the cone had a very unique texture,” said Dueñas, photographer and Founder of Veluer Creative. “To bring beauty into the shoot, matching nails to the entire cone was the perfect way to create the identity for each look. The cones themselves have their own color story, each ice cream and topping matches itself; all in a decadent butter cookie cone. I wanted the makeup and clothing to match each flavor to resemble how the ice cream and the toppings have the same color scheme. The clothing all had a unique texture and sheen to it to match the butter cookie cones’ individual looks. It became a color story thus creating each model’s own identity to pair with their flavor of ice cream.”
Not only does this beautiful campaign imagery help showcase Häagen-Dazs’ new Butter Cookie Cone, but it also helps to highlight diversity and inclusivity and recognize the importance of underrepresented voices in the beauty industry.
To see more of the campaign, be sure to follow @HaagenDazs_US on Instagram.
