Beauty Launchpad Magazine

OCT 2018

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36 | BEAUTY LAUNCHPAD | OCTOBER 2018 Live & Learn/ Giving Back Paying It Forward Discover the many ways that beauty brands give back. —FM The beauty industry is committed to caring for others, and for some brands that means going beyond the demands of daily business. These companies channel time and resources in order to help various charitable causes and nonprofi t organizations. As 2018 draws to an end, we look back at the numerous ongoing ways the beauty industry helps those in need. Elchim (@elchimoffi cial) Elchim's online October promotion promises 20 percent of all 3900 Venetian Rose Gold Dryer sales to City of Hope, a Southern California-based cancer treatment center. It's the brand's fi rst partnership with the nonprofi t, which is committed to treating patients and fi nding cures. Eufora (@euforainternational) Since 1959, the national Childhelp organization has worked to prevent child abuse, intervene on kids' behalves, and treat those children suffering physical and emotional trauma. "For over a decade, Eufora and the Bewley family have worked diligently on initiatives and fundraising to support this worthy cause," shares Jessica Migdal, brand programs manager. To date, the brand has raised more than one million dollars in support of Childhelp. FarmHouse Fresh (@farmhousefresh) Whenever someone purchases a copy of Is It True They Call You the Dog Bed Fairy?, an endearing 18-page picture book of pooches created by FarmHouse Fresh, a shelter dog gets its own soft bed. "We look for rescues where animals sleep on concrete fl oors, making their need greatest," explains president Shannon McLinden. Apart from bettering canines' lives, beds also increase their adoption chances. "The average dog has 70 seconds to make a connection with a family walking through a shelter," McLinden shares. "A comfortable bed helps dogs stay calm and feel less afraid, so a loving family will be more likely to bring them home." Joico (@joico) Since 2014, Joico has sponsored the Beauty Bus Foundation, bringing grooming services to both terminally ill patients and their caregivers. At pop-up salons, recipients also get complimentary cosmetics products from the haircare brand. Kenra Professional (@kenraprofessional) Through Cold Cap Technology, a process that cools scalps to subzero temps and freezes follicles at their roots, cancer patients undergoing chemotherapy are often able to stave off tress loss. That's the mission of The Rapunzel Project, founded in 2009 by two survivors who recognized that saving hair can help preserve a patient's dignity and identity. "Kenra partnered with the group to raise money for and spread awareness of this remarkable technology," says Wesley Boyce, regional education manager. "As stylists, we're in the unique position to empower those experiencing hair loss and thus make the chemo process a bit less painful." Lakmé (@lakmeusa) Call it a win-win. Lakmé K.Therapy Bio Argan products craft silky fi nishes while treating scalps, with profi ts benefi tting social and environmental initiatives. Their argan oil is obtained from a Moroccan cooperative called Marocavie. "Our resources support reforestation of argan trees to ensure their sustainability," discloses VP Colleen Martorano. "We also provide fi nancial assistance to women and their families while increasing the emphasis on school education." COURTESY OF MANUFACTURERS

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