Divona's unique, personalized scents offer more than just a pleasant fragrance. Though the carefully crafted, persona-driven perfumes in Divona's line are worthwhile in their own right, the company takes pride in contributing to important charity efforts as well. $2 from every purchase of Divona perfume goes toward helping women who are rebuilding their lives after overcoming domestic abuse or human trafficking.
Surviving domestic violence or human trafficking is an immeasurably terrible challenge in and of itself, and yet the journey is far from over for women who've been through such ordeals. These survivors effectively need to restart their lives from scratch, and Divona is helping them to do so by donating care packages funded by the $2 donations that come from the sales of its perfume. The care packages include basics like socks, lotion, shampoo, soap, and scarves, as well as comfort and support in the form of therapy, gratitude workbooks, journals, candles, and more.
Charitable Personalized Perfumes
A Percentage of Divona's Perfumes Sales Go to Women's Charities
Trend Themes
1. Personalized Perfumes - Disruptive innovation opportunity: Develop a personalized perfume line that supports charitable causes, offering customers the chance to contribute while experiencing a unique scent.
2. Socially Responsible Scented Products - Disruptive innovation opportunity: Create scented products that donate a portion of sales to specific causes, appealing to socially conscious consumers.
3. Cause-based Marketing - Disruptive innovation opportunity: Build marketing campaigns around charitable contributions, showcasing the positive impact customers can make with their purchases.
Industry Implications
1. Fragrance - Disruptive innovation opportunity: Introduce sustainable fragrances that support charitable initiatives, catering to environmentally conscious consumers.
2. Beauty and Personal Care - Disruptive innovation opportunity: Partner with women's charities to develop beauty and personal care products that contribute to supporting survivors of domestic abuse and human trafficking.
3. Retail - Disruptive innovation opportunity: Launch a retail platform that exclusively sells products with a social impact, attracting socially conscious shoppers.