Lip balm brand Labello has partnered with the Smile Foundation in South Africa to help give children a smile.
To support the charity, the Beiersdorf-owned brand created the Beautiful Smile limited edition dual-pack containing two original care variants with ‘Beautiful Smile’ written on each one.
For each pack purchased, two South African Rands (€0.13) will be donated to the Smile Foundation, a charity dedicated to helping children with facial abnormalities such as a cleft lip or palate by providing corrective surgeries.
The goal is to raise zar250,000 (about €16,700) by the end of September 2017.
Labello is urging consumers to support the cause by uploading a photo or video of a ‘Beauty Smile moment’ on social using the hashtag #LabelloSmileChallenge.
The brand will donate one Rand to the Smile Foundation for every post.