If you’ve read any of my previous blog entries, you’ll know that both I and my company, Glamour Gone Good, are huge advocates of socially conscious companies that leverage their brands to do good.
Lots of companies are doing good these days, which is great! But, what’s the method to their madness? And does it work for you? Since we usually only find out about these campaigns once they’ve launched, we really have no good way of finding out how and why these socially responsible campaigns targeted at us come about. However, we can certainly form our own opinions as to how successful these socially responsible campaigns end up being in motivating us to take appropriate action. So, I thought it would be fun to do some research of my own…and to include you in it!
Below you will find brief descriptions of three well-known skin care brands and their corresponding socially responsible campaigns. Read through them and let the information sink in. There’s a brief survey for you at the end.
Dove Campaign for Real Beauty
The Dove Campaign for Real Beauty launched in 2004 as a global effort to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. According to Dove, the campaign supports the brand’s mission “to make more women feel beautiful every day by widening stereotypical views of beauty.”
Dove created the Dove Self-Esteem Fund in 2006 as the charitable component of this global campaign to help build self-confidence in girls ages 8 to 17 with after-school programs, self-esteem building events, and educational resources. Dove’s goal is to have reached 5 million girls through the Dove Self-Esteem Fund by the close of 2010. The three charities supported by the Fund are Girls Scouts USA, Boys & Girls Clubs of America, and Girls, Inc.
According to Dove’s marketing campaign, any Dove purchase supports self-esteem programs for girls. (It’s unclear, however, what percent of proceeds benefit the Dove Self-Esteem Fund and whether any funds are distributed by Dove to its three charity partners.) All marketing of the Dove Self-Esteem Fund is directly tied to the larger “Campaign for Real Beauty” advertising and marketing campaign.
Clean & Clear: Join the Surge!
On June 15, 2010, CLEAN & CLEAR® Skincare, teen celebrity Demi Lovato, and national non-profit organization DoSomething.org joined forces to energize, celebrate, and empower teens to get involved in causes that are important to them. The "Join The Surge" program gives teens the tools that they need to start a movement and affect change and the opportunity to be a part of a community where they will receive support, tips and share experiences. With the support of DoSomething.org, program participants can be matched up with volunteer opportunities based on individual interests and location. In addition, teens who commit to "Join the Surge" receive exclusive discounts off their favorite skincare products.
"Join the Surge" is largely a viral marketing campaign targeted at teens that aims to grow the DoSomething.org volunteer community from 800,000 teens to 1.2 million by the program's completion in September.
philosophy: shop for a cause
The philosophy brand promises “to bring its customers products that inspire them to live a better life by being better to themselves.”
philosophy has a dedicated ‘shop for a cause’ category of products on its website. These products are also available at retail locations where philosophy products are sold. 100% of net proceeds from these products benefit the charities listed directly on the product packaging and in the online product descriptions. The charities supported by these products vary considerably. Some of the causes supported include the Women’s Cancer Research Fund, the Joyful Heart Foundation, the Bob Woodruff Foundation, and PBS. These products are available year-round and are not typically marketed any differently than any of philosophy’s other products that do not support charity.
Now that you’ve had a chance to read through the brief descriptions of three different socially responsible campaigns launched by three different skin care brands, you’re ready to take our brief survey here: http://www.surveymonkey.com/s/HF8L3PP
We’ll evaluate the responses to the survey in our next blog post. Hopefully, we'll gain some insights on the impact and effectiveness of three different socially conscious campaigns going on within the skin care industry. Thanks for helping out!