A collaboration between one of the major beauty retailers and the beauty industry’s leading trade organization looks to benefit and help raise awareness for Cancer and Careers (CAC), a program of the CEW Foundation that supports men and women balancing work and cancer.
Multimedia retailer QVC has teamed up with Cosmetic Executive Women (CEW) for “Beauty with Benefits,” a new, live two-hour broadcast, scheduled to air April 25, that will feature more than 15 prestige beauty companies across categories and price points, with net proceeds of sales benefiting CAC. The event, which has the potential to reach approximately 100 million U.S. homes, will not only offer premier beauty items, but will also educate millions of viewers on CAC’s mission.
“We’re the only program of its kind dedicated to empowering, educating and serving the growing population of people balancing work and cancer. Our expertise, credibility and knowledge makes the organization the national authority on all issues related to balancing work and cancer treatment,” said Kate Sweeney, executive director of CAC, adding that three-quarters of a million working people are diagnosed with cancer each year.
Brands such as Clarisonic, Bare Escentuals, StriVectin, Tarte and Laura Geller are scheduled to be featured during “Beauty with Benefits.” And, as an added incentive, QVC is including a gift with purchase beauty kit made up of samples from participating brands.
The collaboration marks an unprecedented opportunity to expose consumers to the beauty industry’s philanthropic efforts.
“At QVC, our charitable efforts are centered around supporting the success and wellness of women through the power of relationships. By supporting programs, like Cancer and Careers, that are rooted in connecting women to each other and offering additional support, you empower them to overcome challenges and attain their dreams.Because of this, we are thrilled to give consumers the opportunity to shop for a cause during the ‘Beauty with Benefits’ event while increasing awareness for Cancer and Careers. We believe that this goes to the heart of our brand and culture at QVC,” said Claudia Lucas, director of beauty merchandising at QVC.
QVC’s other charitable initiatives include QVC Presents “FFANY Shoes on Sale®,” which benefits breast cancer research and education, and “QVC Presents Super Saturday LIVE,” benefiting Ovarian Cancer Research Fund.
Beauty has always been an important part of QVC’s portfolio—health and beauty accounts for approximately 18 percent of QVC’s U.S. sales. And, the retailer sees raising awareness about CAC on a massive scale as an important mission: Leading up to the event, QVC plans to educate its employees about Cancer and Careers resources; CAC is also included as one of five charities highlighted in QVC’s annual workplace giving campaign with employee donations matched by QVC.
To build awareness for the “Beauty with Benefits” message, actress Regina King (“Southland”) appears in public service announcements that are scheduled to run in various national publications.
Social Media will also help drive the effort, with QVC promoting the event across their social platforms, including Facebook, Twitter, Pinterest, Instagram, QVC Community and Google+. As one example, QVC is developing a Pinterest campaign that will include statistics, quotes and lifestyle tips that are visually in line with the creative PSA campaign. QVC also intends to conduct blogger outreach to help promote the event through additional channels.
CEW President, Carlotta Jacobson, is scheduled to appear during the program, spotlighting CEW’s credibility within the beauty industry, along with QVC beauty experts Mally Roncal, Laura Geller and Janet Pardo, who will present donated prestige beauty products during the show. The broadcast will also feature personal stories of Cancer and Careers recipients and information about the organization.
Leslie Blodgett, creator of bareMinerals and executive chairman of Bare Escentuals, said of the partnership,”I have been a supporter of Cancer and Careers for years now and I’m thrilled that QVC is introducing this great cause to their audience. The QVC customer will embrace this effort in a big way!”
Carol Hamilton, president, Luxury Products Division L’Oréal, said the global beauty firm is “committed to supporting initiatives that build community and are of real benefit to society. So, of course, we are an ardent supporter of both CEW and Cancer and Careers.We’re featuring our Clarisonic Plus, one of our bestselling products on QVC.”
Cancer and Careers was founded 12 years ago and has raised more than $10 million to date, serving 250,000 men and women annually.