Lancome Puts Brand, Social Might to Work for St. Jude

This Friday, October 22, Lancome is hosting a one-day fundraiser — which it's calling Genes Day — for St. Jude Children's Research Hospital in New York.

The L'Oreal-owned brand will donate $7 from every $78 bottle of Genifique Youth Activating Concentrate sold on its website or in-store. It's also giving away free seven-day samples at retail partners' beauty counters to help first-timers try before they buy, and take the plunge for a good cause.

Lancome has pledged a minimum of $100,000 to St. Jude, the only pediatric cancer research center in America where children are never denied treatment because their family cannot pay or lacks insurance.

Génifique Youth Activating Concentrate has been developed over a decade of research, holds seven international patents and counting Julia Roberts and Mad Men's Christina Hendricks among its fans.

Join the cause and support Genes Day on Twitter at @lancomeparis (using the hashtag #lancomegenesday), on the brand's Facebook page, or on Foursquare. 

Lancome has been promoting the philanthropic initiative on its blog, and also to Hispanic consumers, with this spot featuring model Arlenis Sosa en español: