Hoping to tap into the reach and influence of social media, skin care brand Meaningful Beauty has launched a new campaign that aims to raise money for organisations supporting female empowerment.
The brand, which was launched more than a decade ago by model Cindy Crawford and Jean-Louis Sebagh, aims to spread news of the Beauties Give Back campaign through viral social sharing on a host website over the period of a year.
The website features profiles of women or ‘beauties’, which share their individual outlooks on life. The brand has said it will donate $1 to a participating non-profit organisation every time a woman’s profile is shared on various social media channels. Participating organisations include Cancer and Careers, and Dress for Success; the organisations will have the opportunity to raise up to $30,000 collectively.
Crawford said: ”Meaningful Beauty users share more than just a love of skin care. We share a belief that looking and feeling confident helps drive us to be strong and successful. The Beauties Give Back programme highlights women who are living proof of this philosophy and supports organisations that are empowering women around the globe to reach their full potential too.”
Meaningful Beauty comprises a skin care system that is formulated with an antioxidant from a rare melon along with skin rejuvenating peptides, vitamins, minerals and marine extracts.