As part of its multi-year commitment to support UNICEF’s Gender Equality Program, Clé de Peau Beauté will donate a portion of global sales of its iconic product, The Serum ($295), to be used towards funding the education, employability and empowerment of girls in Bangladesh, Kyrgyzstan and Niger, amongst other regions. This is the second year the brand has presented the initiative after pledging a total of $8.7 million over a three-year period to assist UNICEF in bringing young girls access to science, technology, engineering and mathematics (STEM). The promotion will run in-store in May and June, and online from May through December.
“Clé de Peau Beauté’s partnership with UNICEF compliments our long-term commitment to being a driving force for positive change,” said Alessio Rossi, EVP Shiseido, Clé de Peau Beauté US & Head of Americas Digital Transformation. “We recognize just how important our partnership with UNICEF is, especially at this moment when global crisis continues to impact the world’s population. Now more than ever, we need to ensure girls around the world continue to be supported and are not left behind.”
The Japanese beauty brand will utilize various channels to highlight their efforts while also encouraging consumers to make their individual impact through participation in the campaign.
“We want to ensure that our community feels connected to this important cause, so starting May 15, Clé de Peau Beauté will launch an integrated marketing campaign designed to maximize awareness of our significant partnership with UNICEF through in-store marketing, website content, social media as well as PR and influencer programs,” said Alessio.
Funds raised from last year’s sales of The Serum helped UNICEF advance several initiatives. In Bangladesh, for example, UNICEF was able to implement an alternative learning program for 100 vulnerable adolescent girls, 95 percent of which have already been connected to a relevant job. In Kyrgyzstan, 110 girls have been trained to share their knowledge and skills with younger girls in their communities, and in Niger, the partnership supported 120 adolescent girls’ ability to receive skills-based training and literacy classes and engaged 200 girls in a peer mentoring program. This year’s program is expected to help further drive meaningful initiatives.
“In 2021, through the sales of The Serum, a donation will be made to UNICEF for up to an additional $2.9 million contributing to their global efforts of supporting 6.5 million girls through education, employment, and empowerment programs,” said Alessio.