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Just Cause: Why Women Love The Right Cause Marketing Campaigns

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Saks-Beauty-Editors-Day-GraphicWe are big fans of Look Good Feel Better, the charitable program that helps people with cancer address the appearance-related side effects of their treatment, and love that they will once again be hosting the Look Good Feel Better Beauty Editors Day in conjunction with Saks Fifth Avenue and 31 beauty and lifestyle magazines and beauty brands.  The event will be held on Thursday, August 1, from 12 to 7 at Saks Fifth Avenue’s flagship store in New York and individuals can now register for 20-minute consultations with their favorite beauty editors at www.lookgoodfeelbetter.org/register.

Look Good Feel Better Beauty Editors Day will once again provide consumers the opportunity to visit with their favorite beauty editor at the counter of a leading beauty brand for a 20-minute one-on-one consultation, in exchange for a $30 donation to the Look Good Feel Better program. The consultations will cover a range of topics: current trends in skincare, fashion and makeup; inspiration and insider secrets; specific beauty advice; and product demonstrations. Each beauty brand will provide participants with an exclusive gift. “Beauty Editors Day is quickly becoming a powerful way for the entire beauty industry to demonstrate their collective commitment to women in cancer treatment and to celebrate and support them on their journey,” said Louanne Roark, executive director of the Personal Care Products Council Foundation and the Look Good Feel Better program. “Our success last year has motivated us to make Beauty Editors Day an annual celebration of beauty, confidence and recovery. This is possible thanks to the support of Saks Fifth Avenue and an incredible list of beauty brands and magazines that partner with us on this event.”

This is a great example of how cause marketing resonates well with female consumers.  Women inherently want to help other women–and this program gives them that opportunity.  “Sometimes people just don’t know how they can help,” says Patti Minglin, CEO of Go Girl Communications.  “This is a chance for brands to become the conduit–to become the connector between women and a cause.  It’s not just about supporting an organization, it is also about showing your consumers how they can get involved.”

Think of ways your brand can become the conduit between your consumers and a cause.  Share your ideas in the “Comments” section or via our Facebook page!

 


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