Therapy Trends

The Beauty of Justice Through Charity

By Elayne McClaine

Most multicultural communities have an ingrained tradition of charity as a part of their religious and spiritual beliefs and values. Many welcome the efforts of corporate entities and retail partners to get involved in charitable causes via their promotional campaigns and outreach. However, in today’s world, customers prefer brands that care - really care. Customers, especially your younger shoppers, want justice more than they want a glorified promotional event. Social justice is now a key charitable cause. Social justice can mean political justice, environmental awareness, economic equity or educational opportunities. More than 75% of young Americans expect brands to use their platforms to support social justice.

It just so happens that multicultural shoppers feel more under fire today than ever before. That’s why the “cause” matters. A company’s selection of the most proper cause means that it chose a relevant issue to support, not just an opportunity to make a public, self-serving donation.

It’s time for OTC dealers to align the justice sought with the beauty items bought. Tactically, that means investing in charitable programs that strengthen the ability to learn, earn and grow equitably. Political correctness will be key. Traditional forms of charitable events are still welcomed. Point-of-sale instore campaigns give customers a chance to see that the retailer, in some way, is “woke” to their plight. These customers may also appreciate contributions to mission work or volunteerism efforts. Voting rights, immigration reform, Black Lives Matter, pandemic awareness and STEM and code learning for girls are among the most relevant causes for the multicultural community.

Corporate giving is a beautiful reminder that a business appreciates its customers and their challenges. Link your OTC to issues that make your customers look and feel beautiful.

Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skincare and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning. For more information, visit www.esmemarketspecialists.com. D R E A M W O R L D P R O D U C T S . C O M

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