The benevolent capabilities of social media are being promoted through the Elizabeth Arden 'Pin It to Give It' campaign that donates a cosmetic item to a deserving candidate for every repin containing #PinItToGiveIt in the caption.
Cosmetic giant Elizabeth Arden has paired up with a long-time partner Look Good Feel Better, a company that helps female cancer patients feel more beautiful during chemotherapy treatment, to donate up to 10,000 eyeliner products for each repin from their Pinterest page.
Rather than playing off of the usual 'Pin It to Win It' promotions that major brands take part in, the makeup company decided to instead use the social media site to make a difference in women's lives.
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