“How Fashion and Beauty Brands are Supporting COVID-19 Relief” by Camille Freestone
Originally appeared on Coveteur on April 10, 2020
Click here to view the original publication.
To shop or not to shop is the question du jour. Opinions coming from everywhere—journalists, social media, and more—keep swinging the pendulum back and forth, complicating the decision more every day with new information. We, of course, want to acknowledge that this is obviously only a consideration if you are lucky enough to be in the financial position to shop. However, if you are, the responsibility falls on you to shop smart. Look at where your money is actually going. Support small businesses, and pay attention to whether you are shopping direct-to-consumer or through a massive e-retailer. And, most important, figure out how you can support brands that are aiding relief efforts in the current pandemic.
Although finances are tight right now, many smaller brands have pledged to donate a percentage of their sales to local food banks, research efforts, and PPE production. Others have been getting creative with their support. For instance, Tibi is setting aside 1,000 pieces to gift to healthcare workers that we get to nominate. While many of the larger brands are in a less dire situation financially and do not need to peg donations to their current sales, it is important to applaud them for the contributions that they have made to the cause. Prada, Gucci, and Armani have each donated millions of euros to aid their home country, Italy. American companies Ralph Lauren and MAC cosmetics have each donated $10 million to relief efforts.
There are so many brands showing their support in some way that it can be difficult to keep up with. So we decided to create a running list of everyone lending a hand that we will update on a weekly basis so you can make informed decisions on whom to support. And if this list is indicative of one thing, it’s that the fashion and beauty industries are not going to stand by and watch this fight from the sidelines.
BRANDS GIVING BACK
Hope Fragrance:Â A hundred percent of the net profits of sales goes to the Hope for Depression Research Foundation. They also have created a Hope at Home daily email on mental health maintenance during the outbreak.
