branded beauty

Lip Gloss To Kiss Off Breast Cancer

Posted by Jennifer Wright on October 20, 2009 04:58 PM

As we saw last week, some cause-related marketing efforts go over better than others. Especially when it comes to breast cancer. Just turning out a product painted pink (we’ve all seen them) seems worse than uninspired: it seems like a mercenary gambit to profit off of others' suffering.

So it’s great to see products who manage to brand themselves to work with a cause, and do so in inventive and interesting ways. One that seems to be doing so effectively is Purple Lab lip gloss’s new Sealed With A Cure line, born out of a partnership with the Triple Negative Breast Cancer Foundation.

Not only do part of the proceeds from the lip gloss go towards helping find a cure, each lipstick is named after a victim of the disease (the first one is called Nancy) and comes with a note telling the person’s story.

It’s a good reminder that breast cancer victims aren’t just a statistic. It’s also clever that the lip gloss is formulated to enhance wellness – it’s packed with echinacea as well as vitamins E and C. I was also interested to find that it’s also scented with vanilla – the scent that supposedly fights depression.

Of course, Sealed with a Cure certainly isn’t the brand doing effective cause marketing. Which other ones do you think succeed? And which fail?


ghd United States says:

Useful info. Hope to see more good posts in the future.

February 19, 2010 03:24 AM #

date women United States says:

Awesome tips. I’ll be passing this post on for sure

March 10, 2010 08:06 AM #

T8 to T5 adapter Kits People's Republic of China says:

This is the good news

April 28, 2010 02:27 AM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia