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Operation Reinvent in the Wall Street Journal

From the Journal article:

…On Valentine’s Day, Benefit Cosmetics offered a free “mini-makeover” to any active female service member.

“Part of what we do is instill confidence in women,” explained Julie Lewit Nirenberg, who founded Operation Reinvent. “It’s so critical for your civilian life.”

Sgt. Lakia Echols, who served in Kuwait from 2004 to 2006, agreed with Ms. Nirenberg. “Returning home from overseas you’re trying to blend back into society,” she explained. “Your self-esteem is kind of low because you’ve been away for so long. What’s new are clothing, hair. It’s a hard change. Someone like me, I don’t touch makeup.”

The sergeant added: “You feel ugly at times,” when wearing a uniform that wasn’t made to flatter. “You can’t wear earrings. Your hair has to be a certain way. No red lipstick. Nails got to be neutral. If I change my clothes it’s a whole different person.”

Jared Bailey, a global brow expert for Benefit Cosmetics, gives U.S Army Reserve Sgt. Lakia Echols an eyebrow makeover. PHOTO: MARK ABRAMSON FOR THE WALL STREET JOURNAL

Jared Bailey, a global brow expert for Benefit Cosmetics, gives U.S Army Reserve Sgt. Lakia Echols an eyebrow makeover. PHOTO: MARK ABRAMSON FOR THE WALL STREET JOURNAL


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