The brand will contribute $.25 of each lipstick sold to the American Cancer Society, and will make a minimum contribution of $100,000 via the campaign, which will run through Dec. 31.
The endeavor will be supported by retail partners and brand promotions designed to generate awareness about the importance of showing love and compassion towards those touched by cancer, according to the brand.
On Aug. 14, wet n wild is asking the public to join together at the Sunset and Vine flagship location of Walgreens to recreate the iconic World War II photo "Kissing The War Goodbye,” which depicts a sailor and nurse celebrating the end of the war in Times Square on Aug. 14, 1945 with an impromptu kiss. A version of the original photo taken by Navy photo journalist Victor Jorgensen features Walgreens in the background, and on the photo's 69th anniversary, fans of the brand and supporters of the American Cancer Society are invited to the Hollywood Walgreens to stage the kiss all over again with their loved ones.
"We are grateful for this opportunity to support the American Cancer Society and the incredible, necessary work that this remarkable organization does every single day," said Bill George, CEO of wet n wild. "Nearly every person in this country has been touched by cancer in some way, and this is a simple way that we can empower our loyal customers to give back to a cause we know is important to them."
"Aligned with our mission to help people get, stay and live well, we are pleased to support this initiative and provide our shoppers with the opportunity to partake and contribute to a truly meaningful cause," said Shannon Curtin, group vice president of beauty and personal care, Walgreens.