Model and entrepreneur, Cindy Crawford, and celebrity makeup artist, Sonia Kashuk, have joined forces to encourage shoppersto feel beautiful while giving back. The longtime friends will appear in both print and TV public service announcements to promote “QVC and CEW Present Beauty with Benefits,” a two-hour live charitable broadcast scheduled to air Wednesday, April 15, at 10 p.m. Eastern time.
During the broadcast, beauty enthusiasts can choose from a selection of color cosmetics, fragrance, skin care and hair care products, all of which have been donated by beauty companies. Eighty percent of the proceeds will go directly to benefit Cancer and Careers, a charitable program of the CEW Foundation that empowers, educates and provides essential tools to people with cancer so that they can thrive in the workplace. The CEW Foundation is the philanthropic arm of CEW.
“Cancer has touched so many lives but the challenges of living and working with cancer is often an aspect of the diagnosis that rarely gets attention,” said Cindy. “That is why I was drawn to QVC and CEW and wanted to be a part of this great cause with my dear friend Sonia. Beauty is not just about the way you look but also about the way you feel inside and this is an opportunity for beauty to make a difference in people’s lives.”
Since 2013, “QVC and CEW Present Beauty with Benefits” has generated $2.2 million to benefit Cancer and Careers. The effort is part of QVC’s ongoing commitment to support charitable causes that promote the success and wellness of women through the power of relationships.
“As a cancer survivor and beauty industry veteran, I am thrilled to be a part of Beauty with Benefits,” added Sonia. “It’s wonderful to see so many leading names in beauty come together to support such a powerful cause that will impact the lives of so many.”
Brands that have united to support the cause in 2015 include Laura Mercier, Clinique, Laura Geller, Shiseido, Josie Maran, philosophy, and more. For the full list of brands participating in the broadcast, click here.