CSR – or Corporate Social Responsibility – programs have become an integral part of corporate business plans. In this new digital world, brands have the opportunity to share their non-profit passions with fans, igniting them to help serve the causes that are meaningful to them.
In the cosmetic industry, we’ve been following several charitable campaigns that help women embrace their inner beauty. Most recently, Elizabeth Arden launched a Pinterest board and meme called #PinItToGiveIt, aiming to help women living with cancer. For every inspirational image repinned from its #PinItToWinIt Pinterest board, Arden will donate an eyeliner to its charitable partner, Look Good Feel Better, a non-medical organization that’s dedicated to improving the self-esteem of cancer patients. Since its launch two weeks ago, approximately 900 brand fans have repinned its charitable content, helping Arden donate nearly a thousand products to women in need.
MAC has been a long-time supporter of HIV/AIDS research with its VIVA GLAM line of products. One hundred percent of the line’s sales go to the MAC AIDS Fund, which helps women, men and children living with and affected by HIV/AIDS. MAC recently partnered with big-name celebrities like Nicki Minaj and Ricky Martin to increase awareness of the program, incorporating these celebs into its advertising and social media campaigns. Facebook fans were given access to behind-the-scenes footage of its VIVA GLAM photo shoot via an application on its Facebook page that housed an exclusive video and photos, bringing the brand’s commitment to HIV/AIDS to life.
Bobbi Brown’s numerous charitable efforts are documented on her Everything Bobbi blog, where she shares daily inspiration and a lot more than makeup tips. Through the brand’s Pretty Powerful campaign, they celebrate Bobbi’s personal belief that all women are pretty without makeup and that they can be pretty powerful with the right makeup. The Pretty Powerful 2.0 campaign features real women in before and after photos displayed in an interactive photo gallery. Consumers visiting the site are able to view testimonial videos, recreate day and evening looks and get pro application tips and product suggestions, driving sales for the brand along with a feel-good message.
Here at Kaplow, we’ve been involved in a few CSR campaigns, as well. Most recently, we’ve been working with Shiseido to bring to life its 140th anniversary and partnership with the New York Restoration Project (NYRP). We built an application that lives on Facebook called The Wishing Tree, which encourages brand fans to make a wish for the world. For every 140 wishes received, Shiseido is planting a Cherry Blossom tree right here in New York. Since one of Shiseido’s core values is Omotenashi – or welcoming others with its hands, minds and hearts open – this program helps to bring its brand principles to life in a visual and interactive way.
What’s your favorite CSR campaign? Anything on the Web that’s caught your eye recently?