On Saturday, GlobalGiving’s new partner, Neutrogena, launched an awesome multi-media campaign called “Wave for Change.” Vanessa Hudgens and Hayden Panettiere are the spokeswomen for the products involved in this campaign and they – along with GlobalGiving SVP of Operations Jennifer Sigler – hung out in Malibu to announce the program.
Here it is in a nutshell. For the next month Neutrogena will contribute a dollar – up to $200,000 – for every one of two signature products purchased. Those products are the Wave Sonic and their Pink Grapefruit Acne Wash. The funds will go to support three projects on GlobalGiving that match up with Neutrogena’s teen consumers’ interests: Environment (assessing impact in the gulf), rebuilding in Haiti, and girls education in Senegal.
A centerpiece of the campaign is letting Neutrogena fans and customers decide how the funds are allocated among the three projects…and this is being done in a creative way via Facebook. “Voters” score the importance of several actions (e.g., recycling, building self-esteem) and based upon their responses, one of the three projects is selected.
As a life-long user of Neutrogena products, I was personally pretty excited about this. Not thinking of myself as at all into beauty or fashion, last night I found myself at the uber-trendy Soho House in Manhattan, having dinner with the head of PR for Neutrogena, their awesome team at RPR Communications, and ten “beauty and teen bloggers.” There was a lot of enthusiasm for the campaign, and it was a great chance to spend time learning more about how a big brand like Neutrogena makes decisions to do something so wonderful with its brand dollars.
Like the Pepsi Refresh Project, this is not being run out of a corporate foundation. It’s a marketing campaign based upon solid consumer research. While 15 years ago it was a theory, data now shows that consumers do make buying decisions based upon whether or not the companies whose products they buy do something positive to impact the world. And it matters if the causes align with issues that their particular set of consumers care about. For Neutrogena’s teen consumers those issues match up with the projects they selected to support via GlobalGiving.
As always, we are psyched and honored to work with fantastic companies like Neutrogena. And because of this, I might just have to watch High School Musical or Scream 4.