The beauty of charity

Today, beauty brands are using charity partnerships to raise public awareness and grow their global reach

Beauty shares a particularly intimate relationship with charity. Breast Cancer Awareness (BCA), for example, was set up by the Estée Lauder Companies over 20 years ago. The globally recognised Pink Ribbon symbol was also co-created by the company’s former Senior Corporate Vice President, Evelyn H Lauder. Initially aimed at raising breast cancer awareness, the BCA campaign has since moved into other areas, including fundraising for medical research. This year, it has taken on a practical message: “Let’s Defeat Breast Cancer. We’re Stronger Together”. The tagline is said to act as a call to action that will shift the focus from public awareness to action.

The evolution of the campaign has also had a flow on effect to other beauty brands. Traditionally, brands launched limited edition products to mark BCA month during October. Today, brands and retailers alike are using charity partnerships to not only raise public awareness, but also grow their global reach.

Tapping into new customer groups

While most brands have traditionally launched limited edition products to support charity, others are taking the opportunity to use their charitable efforts as a launch pad to attract new customers. British skin care and spa brand Elemis is launching its Think Pink Beauty Heroes collection this month, which contain four of the brand’s most popular products. The collection will enable new customers to sample the brand’s new Pro-Collagen Cleansing Balm, Pro-Collagen Marine Cream, Pro-Radiance Illuminating Flash Balm and a Lifting Treatment for the neck and bust. The set is priced at £36.50.

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