Wet N Wild has relaunched its popular renegade lash mascara, this time, under the name of Avenging Amethyst. As its name suggests, this new cosmetic product aims to make a difference.
The updated mascara offering is fighting against animal cruelty as a portion of the proceeds from each sale will go to Wands for Wildlife and Appalachian Wildlife Refuge -- an organization that aids injured or orphaned wildlife. With every online purchase, consumers will receive a bag which can later be use to donate one's mascara wands to the organization -- the wands are later used for rehabilitation purposes such as brushing and grooming fur and feathers, inspecting injuries or removing ticks and bugs.
Image Credit: Wet N Wild via Instagram @wetnwildbeauty
What's Driving This Trend
- Charitable Cosmetics
- The trend of cosmetics brands partnering with charities to create products that benefit a cause.
- Eco-friendly Packaging
- The trend of using recyclable or biodegradable materials for cosmetics packaging to reduce environmental impact.
- Cause-related Marketing
- The trend of brands incorporating social responsibility into their marketing to appeal to socially conscious consumers.
Who This Affects Most
- Cosmetics
- Cosmetics manufacturers partnering with charities to create products with a humanitarian or environmental angle.
- Environmental Conservation
- Charitable organizations concerned about wildlife conservation partnering with cosmetics companies.
- Marketing and Advertising
- Marketing and advertising agencies helping cosmetics companies develop cause-related campaigns that resonate with socially conscious consumers.
