Rachel Cargle established the Loveland Foundation in 2018 to raise funding for Black women and girls to attend therapy. It began as an enthusiastic social media birthday fundraiser, which raised $250,000. The Loveland Foundation is the continuation of her efforts. Companies like Anecdote Candles and Prose are eager to support the cause.
The two brands collaborated to create limited-edition candle fragrances. The Good Hair Day / Rosemary & Cassis candle pays tribute to the magic of a good hair day and acknowledges Prose's haircare roots. It includes a blend of rosemary, bergamot, and clove. The Individualism / Nectar Petals & White Jasmine candle boasts a floral and zesty fragrance, including notes of mandarin and vanilla.
Image Credit: Anecdote Candles / Prose
What's Driving This Trend
- Charitable Collabs
- Collaboration between brands for a common cause presents opportunities for disruptive innovation in cause marketing.
- Socially Conscious Fragrances
- Fragrance-based products that support social causes have the potential to disrupt the traditional personal care market.
- Therapy Access
- Efforts to increase access to therapy for underrepresented groups can disrupt the healthcare industry through innovative solutions and partnerships.
Who This Affects Most
- Personal Care
- Personal care companies can explore cause partnerships and social impact products to differentiate in a competitive market.
- Cause Marketing
- Cause marketing agencies and consulting firms can help brands navigate collaborations for social impact and stand out in a crowded market.
- Healthcare
- Healthcare providers and mental health advocates can innovate to increase therapy access for underrepresented groups and improve patient outcomes.
