American Marketer


Lancôme unites social network for a cause in St. Jude fundraiser

September 22, 2015

Lancôme #LancomeGivesBack post Lancôme #LancomeGivesBack post


Beauty marketer Lancôme is asking consumers to show their hearts for St. Jude Children’s Research Hospital in a user-generated content campaign.

Starting Sept. 22, the brand prompted its followers to share images of themselves making a heart out of their hands to Twitter or Instagram, with each photo tagged #LancomeGivesBack sending $1 to the pediatric healthcare provider. Simple fundraising efforts that have low barriers of entry for consumers can help brands make a larger impact through widespread participation.

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While the campaign is centered on Instagram and Twitter, Lancôme also introduced the effort on Facebook. To demonstrate, the brand shares a photo of two hands framing a Central Park scene in a heart.

On Twitter, a number of consumers replied directly to the brand’s introduction, sharing photos of themselves at work or making a heart with a friend.

The brand will donate $1 per post, up to $10,000.

Lancôme has used the same hashtag on previous occasions, making the message stick with consumers and making it easier to remember the tag.

Lancome Genefique email

Email from Lancôme from 2014 Genifique Day

This is part of a long-term partnership between Lancôme and St. Jude.

In 2012, beauty marketer Lancôme leveraged its three-year partnership with St. Jude Children’s Research Hospital through Génifique Day on which the brand donated $7 with the purchase of select Génifique product bottles.

Lancôme pushed in-store and online purchases on Génifique Day, Oct. 19, through a donation to its charity partner as well as allowing consumers to spread the word via a Facebook application. Many luxury marketers are using the halo effect of charity alignment to reach their target audience of high-net-worth consumers who are likely to appreciate the effort (see story).