Celebrities Combine Personal Causes with Retail Companies Based on CSR Business Values

Companies – retail based in particular – formed around specific CSR business values is becoming common place as conscious consumerism becomes more prevalent. We have featured many retail brands that are making a name for themselves on the basis of its products combined with its philanthropic efforts which often includes a “one for one” initiative. One for one is the concept made popular by TOMS Shoes (and later TOMS Eyewear) and is based on the premise that for every product purchased, equal is donated. This concept has been adopted by others like Warby Parker, Moraleyes, Street King energy drink and Sketcher’s BOBS shoes to name a few.

This trend is also appealing to celebrities looking to lend their name or fame to a product or brand as it promotes the cause supported by the celebrity, encourages sales and some believe that a charitable connection is fairly critical for a celebrity looking to build a successful brand. At the end of the day everyone benefits. Anything that increases much needed funds to worthy causes is a good thing and all of these celebrity brands are accomplishing just that:

1. 

   The beautiful Paul Newman

   Paul Newman’s Own has to be where any discussion on the topic of celebrity philanthropic brands starts because not only was Paul Newman one of the first but he managed to also remain one of the best. Not often is that the case especially in this age of new and improved but Paul was one of a kind. Newman’s Own started in 1982 selling a salad dressing Paul concocted in his home. In the first year on the market, profits and royalties reached $396,674.00 prompting Paul to declare “Let’s give it all away to those who need it.” Since uttering those words, Newman’s Own has continued giving it all away and that has translated into over $330 million to thousands of charities. Newman’s Own has expanded from salad dressing to a full line of fine food goods and every purchase goes to support a number of poverty, health, environmental and social causes. It’s unbelievable. The story of the brand, the Newman’s Own Foundation and the man himself are quite incredible and beautiful in every way possible and he’ll be forever missed.

2. Baby Gagoo is the joint effort of actress Vanessa Marcil Giovinazzo and husband Carmine Giovinnazo. Marcil Giovinazzo made her name in roles on the TV series Las Vegas and her Emmy award winning role on the long running soap opera General Hospital. “Gagoo & Fat Kat [help] parents learn how to validate children’s feelings while also empowering them to make their own choices while still establishing structure and discipline.” They have made an entire line of clothing including stories and they are giving back as for every pair of pajamas sold one pair will be given to a child in need at Nkosi’s Haven in South Africa. The Baby Gagoo line also helps to support SOJOURN, which is a safe haven for battered women and their children.
3. Justin Bieber doesn’t need any help selling anything with his first fragrance Someday becoming one of the best-selling celebrity fragrances after only one year on the market and was honoured at the FiFi Awards with the Elizabeth Taylor Fragrance Celebrity of the Year Award. He recently released fragrance #2 called Justin Bieber’s Girlfriend and fans lined up outside Macy’s Herald Square to secure one of the 500 gift sets which contained exclusive tickets to a secret show at the Apollo Theater. Bieber also had a contest for his fans to rewrite the lyrics of his new hit single Boyfriend and make it their own version about being his girlfriend on video. Quite the launch. All proceeds from both perfumes are being donated to Pencils of Promise and Make-a-Wish Foundation. Given that Someday sold over $3 million in under 3 weeks from its launch that could be sizeable contributions.

It’s great that celebrities use their fame to influence not only the individual purchasing decision of their fans but also the CSR business values that drive companies. There are so many more to cover and I’ll get to them in future blogs.

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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.