Campaign: Gift with Purpose
Company: Clarins, Macy’s
Nonprofit Partner: Feed Projects
Launch Date: April 10, 2013
In partnership with Macy’s and Feed Projects, Clarins cosmetics company is offering a charitable component to their gift-with-purchase promotion. Beginning April 10, when shoppers buy two Clarins items at Macy’s, along with adding the typical premium of six trial-size products in a ‘Feed 10’ branded bag, Clarins will donate $1 to Feed Projects.
This promotion offers a point of differentiation for Clarins in a crowded space and may potentially cast a positive halo on the brand as well as Macy’s, who is the long-term cause powerhouse in this equation. We like that the donation equivalent (Feed 10) is prominently displayed on the promotional bag and know that Macy’s always does a stellar job of training staff to be knowledgeable about any given cause initiative, critical to the authenticity of this type of campaign. Will this promotion help Clarins cut through the cosmetics clutter? Weigh in with your thoughts below!