The Kiehl’s Open Doors program has been created in partnership with the Ali Forney Center to support LGBTQ+ homeless youth in an effort to get them off the streets.
The program provides access to a 24/7 drop-in center as well as transitional housing, health resources and job readiness training. Kiehl's has made plans to donate $150,000 to the Ali Forney Center in an effort to further support queer youth experiencing homelessness. The program has been announced alongside a collaboration with artist Fernanda Cobelo for Pride Month 2024 that will see the artist's work gracing the brand's digital and in-store environments.
Global Brand President Jon Saenz spoke on the Kiehl’s Open Doors program saying, "We're proud to launch a platform that supports a community Kiehl's has been passionate about protecting for decades. Some of our very own Skin Pros have suffered similar adversity after coming out. We want to bring awareness to this issue, while ultimately helping to reduce the number of LGBTQIA2+ youth on the streets."
Key Themes Behind This Trend
- Philanthropic Cosmetic Initiatives
- Cosmetic brands are increasingly integrating charitable programs focused on marginalized communities, enhancing their social responsibility appeal.
- Artistic Collaborations with Social Causes
- Collaborations with artists for social causes during key cultural events like Pride Month are amplifying brand messages and increasing engagement.
- Transitional Housing Programs for LGBTQ+ Youth
- Partnerships to create transitional housing and support centers for LGBTQ+ homeless youth are addressing critical social issues and creating new support infrastructures.
Where This Applies
- Cosmetics
- The cosmetics industry is embracing social responsibility by funding initiatives that support at-risk communities, thereby strengthening brand loyalty.
- Non-profit Organizations
- Non-profits are increasingly collaborating with for-profit companies to gain significant funding and awareness for their causes.
- Contemporary Art
- The contemporary art industry is finding new avenues for visibility and influence through collaborations with brands on social justice campaigns.
