THE WHAT? Benefit Cosmetics has promised to donate funds raised via its latest campaign to the Al Jalila Foundation, according to a report published by About Her.
THE DETAILS The LVMH-owned brand will donate 100 percent of the proceeds from the sale of its Slant Tweezer & Brow Brush and its dedicated Brow Bars across the country to the UAE-based charity in August.
“Community initiatives have the power to unite people towards a common goal and our partnership with Benefit Cosmetics is a great example of how creative initiatives deliver sustainable charitable revenues,” Dr Abdulkareem Sultan Al Olama, CEO of Al Jalila Foundation said, per About Her. “100 percent of the funds raised in the UAE through Benefit’s Bold is Beautiful global philanthropy campaign will support women and girls to live a healthy life full of potential.”
THE WHY? The campaign is part of Benefit’s wider Bold is Beautiful global philanthropy project. As Mehdi Ouni, MEA General Manager at Benefit told a local publication, per About Her, “We, at Benefit Cosmetics Middle East, are very proud to support our incredible partner here in the UAE for the third year. Al Jalila Foundation and the Brest Friends initiative support education and research around breast cancer but, most importantly, they support women undergoing serious times of adversity. Through the Bold is Beautiful campaign, we can help them in their mission by raising money.”