Campaign: Beauty with Benefits
Nonprofit Partner: Cosmetic Executive Women Foundation
Launch Date: April 17, 2014
During a two-hour, live charitable broadcast on QVC on April 17, viewers will be able to shop a selection of products from 19 prestige beauty brands including bareMinerals, Fresh, philosophy and more. Items from additional participating brands will also be available online. Eighty percent of the purchase price of donated merchandise will benefit Cancer and Careers, a charitable program established by the Cosmetic Executive Women foundation.
We’ve been encouraged to watch QVC’s adoption of charitably-focused efforts of late, leveraging its wide reach and partnerships such as this one to provide a spotlight on causes as well as an array of brands that supports that cause. If charitable contributions are a barometer of audience interest in these efforts, QVC is doing quite well. Last year “Beauty with Benefits” generated more than $984,000 for the cause. The beauty of this particular campaign is that consumers are doing what they’re accustomed to: purchasing from QVC. It would be interesting to see beneficiaries of ‘Cancer and Careers’ highlighted during the 2-hour broadcast as well.