New L'Oréal site encourages scientific learning

NEW YORK — L'Oréal USA today announced the official launch of, a Web site designed to inspire and empower girls to pursue careers in science, technology, engineering and mathematics. 

Featuring everything from videos of women scientists on the job, a career personality quiz, facts on famous women in S.T.E.M., career opportunities in S.T.E.M. fields to summer and weekend camps, and more, the Web site serves up science, technology, engineering and math in a way that is engaging and interactive.

"At L'Oreal USA, we are all about science," stated Rebecca Caruso, EVP of 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."

The site was developed following a series of focus groups with girls ages 13 to 18, exploring their perceptions about S.T.E.M.  The focus groups validated that many young girls are passionate about science, technology, engineering and math but often fall off the path to pursuing careers in S.T.E.M. because they don't see role models they can relate to or experience science in ways that are compelling to them.  The goal of the For Girls In Science Web site: To foster a community for young girls to see scientists that they want to emulate, to learn about careers that may interest them, to help them explore and connect with others with similar interests in science, technology, engineering and math.  L'Oreal USA also wanted to create a Web site where budding scientists can learn about S.T.E.M. in a fun and interactive way. 



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