QVC is taking socially conscious marketing to an entirely new level after announcing a partnership with Cancer and Careers - a non-profit that supports people with cancer in the workplace.
35 beauty favorites have been selected for this charitable announcement and an impressive 80% from each purchase will be donated to the cause. Shoppers could browse through and stock up on their favorites, while also ensuring that each of their purchases has a purpose. Some of the brands included in this charitable initiative are Bobbi Brown, bareMinerals, IT Cosmetics, Clarins, Dior and more.
The Beauty with Benefits campaign has raised an incredible $6,000,000 for Cancer and Careers since it first launched in 2013.
Image Credit: QVC
Key Themes Behind This Trend
- Charitable Marketing
- Incorporate social causes into marketing campaigns to increase consumer engagement and generate revenue for charity.
- Purposeful Purchasing
- Consumers are seeking products that align with their values, providing an opportunity for companies to offer more socially responsible options.
- Health-related Philanthropy
- Partnering with non-profits that support health causes allows companies to tap into consumers' desire to give back and make a difference in the world.
Where This Applies
- Beauty Products
- Companies in the beauty industry can follow QVC's lead by creating charitable initiatives that support health causes and appeal to socially conscious consumers.
- Non-profit Organizations
- Non-profits that support health causes can form partnerships with companies to create awareness and generate funds for their cause while providing a sense of purpose for consumers.
- Television Shopping Networks
- Television shopping networks can differentiate themselves by incorporating charitable initiatives into their programming to appeal to socially conscious consumers and increase sales.
