The what? Amorepacific-owned brand Primera has launched a limited-edition Mango Butter Comforting product line that’s part of its corporate social responsibility campaign Let’s Love.
The details The campaign aims to better the lives of girls living in Jamui, India, who are affected by poverty and inequality. Part of the profits from sales of the range will go towards buying mango trees for the region, from which it will buy the mangoes at a fair price.
The product packaging showcases typography inspired by the girls’ drawings and aims to portray a message of love and hope.
The why? The move to establish a more conscious and sustainable supply chain falls in line with the brand’s 2013 CSR strategy and comes at a time when consumers are calling for more authenticity from companies.