Campaign: Change Your Skin, Change Your Life
Nonprofit Partner: HealthyWomen
Launch Date: February, 2012[/box]
Skincare products manufacturer Kinerase has announced its second annual “Change Your Skin, Change Your Life” cause marketing initiative. Kinterase will partner with a different charity each quarter, to which it will donate 20 percent of the proceeds of the sales of a selected product. In recognition of American Heart Month this February, Kinerase will partner with HealthyWomen and donate 20 percent of the proceeds from sales of Kinerase C8 Peptide Intensive Treatment at ULTA.
This basic transactional campaign provides a solid brand/cause fit, offering a message to women about being healthy on the outside as well as the inside. For a long-term initiative, however, we were surprised not to see evidence of the campaign on the website or Facebook page. As always, we appreciate more detail around percentage-of-proceeds campaigns, either stating quantity per item donated or campaign minimum/maximum donations. We're also curious whether ULTA will be promoting this effort in-store via point of sale displays, a very direct way to share this message more visibly with consumers.