Nov
19
Coty's Philosophy Brand Commits To Cause Largely Ignored By Marketers
Posted in: Uncategorized
Coty Skincare CMO Jill Scalamandre believes Twitter CEO Biz Stone’s proclamation that philanthropy is the new marketing. But she also sees too many beauty brands adopting the same causes. That’s one reason her Philosophy brand is backing one largely ignored by the marketing world mental health.
The brand is making an open-ended commitment of donating 1% of all U.S. sales to mental health, which it believes fits with its heritage of putting optimistic messages on its packages.
In a soft launch that started in July, Coty started applying the 1% to online sales. That expands to all U.S. sales as of Jan. 1, dovetailing with the relaunch of the brand’s flagship product, Hope in a Jar, as Hope Renewed.
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