The (Kiss)RED Collection has been unveiled as a collaborative lineup of cosmetics from Kiss and Joah Beauty in partnership with (RED) that will offer consumers a socially responsible way to enhance their favorite looks.
The collection includes a wide range of products like nails, lashes and cosmetics alike that will each see money donated to the Global Fund to help support global health initiatives. The collection will see a minimum donation of $100,000 provided to the fund, which will help support life-saving programs in communities-in-need and help to strengthen healthcare systems.
(RED) President and Chief Operating Officer Jennifer Lotito commented on the new (Kiss)RED Collection saying, "We are grateful to be partnering with Kiss to announce the special edition (Kiss)RED collection of nails, lashes and cosmetics. With every purchase of the striking, red-colored collection generating money to save lives, we are together sounding the alarm and fighting the injustice of global health emergencies in this critical year. We can't wait to see everyone dressed up in (Red).”
What's Driving This Trend
- Socially Responsible Beauty
- The (Kiss)RED Collection demonstrates the consumer demand for ethically-conscious cosmetic products.
- Collaborative Cause Marketing
- Partnerships with charitable organizations, such as (RED), can create a win-win situation for both the company and the cause, leading the way to new marketing strategies for the cosmetics industry.
- Donation-driven Sales Promotions
- The (Kiss)RED Collection showcases how brands can use sales promotions to drive donations for global health initiatives and cause-related investments.
Who This Affects Most
- Beauty
- The (Kiss)RED Collection demonstrates potential for the beauty industry to prioritize social responsibility when formulating and branding makeup and personal care products.
- Nonprofit
- Partnership with brands like Kiss and Joah Beauty can help nonprofit organizations like (RED) receive sizable donations and scale health initiatives to help those in underserved communities.
- Consumer Goods/retail
- The (Kiss)RED Collection shows how corporate social responsibility can be a new avenue for growth and customer engagement among consumers who value brands that positively impact communities.
