All the time I talk about putting our consumer dollars towards brands that give back or do good in some way. This week beauty company philosophy announced the launch of its new hope & grace initiative. In a show of support for positive mental health and wellbeing, 1% of the company’s sales across all products, retailers and online channels will be donated to community-based organizations working to empower women through the prevention and treatment of mental health related issues. Though I have used their “falling in love” fragrance since the company was founded in 1996, the words “hope” and “grace” have become synonymous with the brand because of their product lines bearing those names.
Within five years, the hope & grace initiative is projected to contribute more than $10 million toward the cause. By doing so, philosophy becomes the first global skin care and fragrance brand to make a brand-wide commitment to dedicate at least 1% of all sales towards philanthropic efforts without any restrictions. Let’s hope that the rest follow philosophy’s lead.
Due to a longtime stigma associated with mental health, it is generally not a topic covered by large cause marketing and corporate social responsibility initiatives. However, we all know now that depression is a serious issue in this country. In fact, 1 if 4 adults experiences some form of mental illness in a given year, and 1 in 17 Americans lives with a mental illness such as schizophrenia, major depression, or bipolar disorder.
For women the numbers are staggering. About 1 in 8 women can expect to develop clinical depression during her lifetime. I know this firsthand, having a family history of depression and having suffered from postpartum depression after the birth of my first son. Support is absolutely crucial, and sadly, too few people are given the support they need.
Through this initiative, multiple grants on average of $25,000 will be given to support organizations around the world. In its first year, the fund is working with organizations in the United States who are currently helping women who are underserved by mental health services. The first grant is designated to Bring Change 2 Mind, a national anti-stigma organization co-founded by actress Glenn Close, who works tirelessly to end the stigma and discrimination surrounding mental illness. Many more organizations will receive grants so that they too can support people with mental health and wellbeing needs and help raise awareness of this important cause.
For more information on the hope & grace initiative, go to philosophy.com or join the movement here at http://apps.facebook.com/philosophy.
What’s your philosophy?