Fashion and beauty trends are cyclical, but one trend continues to stand out: a focus on sustainability and corporate citizenship. From consumer campaigns such as Fashion Revolution, to new releases for Earth Day, we’re seeing a strong push toward raising the ethical bar.
Women’s Wear Daily reported this week that beauty brand Kneipp, was partnering with with Action Against Hunger for the “Get Your Floral Crown On” campaign, with a goal of solving world hunger and providing access to clean water. Get the scoop below.
Kneipp, a line of plant-based, natural and mostly vegan bath and body products, isn’t just a fast-growing retailer in the U.S. — the company also hopes to help grow food for communities in need.
Beginning Thursday through Earth Day on April 22, Kneipp will partner with Action Against Hunger in a campaign titled “Get Your Floral Crown On.” Action Against Hunger is devoted to saving the lives of malnourished children and families, while also providing sustainable access to safe water. Additionally, the goal is to work on long-term solutions to end hunger.
“Their pillars match what our pillars are,” said Scott Proulx, general manager of the 125-year-old Kneipp in regard to how Action Against Hunger was selected as a partner. “It will be a long-term alliance and allow Kneipp to make our brand mission more meaningful in appealing to our consumers who are looking to buy into socially conscious brands.”
There are three ways consumers can participate. A portion of proceeds of sales from Kneipp Soft in Seconds Hand Cream will be donated to Action Against Hunger’s efforts to send Seed + Tool Kits to communities in need. Each kit contains one hoe, one water can and two tins of seeds to plant a fruit tree.
Social media plays a big role in the campaign and silk flower crowns will be available in stores to don for selfies using the #KneippGrows — an appropriate handle for a company eyeballing growing to 100 U.S. doors in the next five to six years. Users can also use virtual crowns with the hashtag across all Kneipp social platforms.
A final way to participate is to sign up for Kneipp’s Family Loyalty Card, proceeds from the sale of which will also contribute. All told, Kneipp will contribute up to $15,000 to the cause in purchasing kits as well as trees and plants.
In addition to featuring the floral crowns, Kneipp stores will be decorated for spring and highlight seven of the brand’s floral collections. “It is going to be a great event that gives exposure to Kneipp while helping thousands of families for a better future,” concluded Proulx.
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