The program launched in July online at philosophy.com and will become integrated into all Philosophy retail channels (online, in-store, and televised) in January 2015.
Within five years, the initiative is projected to donate more than $10 million toward the cause.
With the initiative, Philosophy becomes the first beauty company to place a concentrated focus on mental health and wellbeing—historically an unconventional cause within cause-related marketing and corporate social responsibility. In addition, philosophy becomes the first global skin care and fragrance brand to make a brand-wide commitment to dedicate at least 1% of all sales towards philanthropic efforts—with no product restrictions.
“More than any other issue, mental wellbeing is directly connected to the spirit of the philosophy brand,” said Jill Scalamandre, senior vice president, Philosophy brand and Coty Prestige Skin Care. “Our products have always been ‘wrapped’ in insight and inspiration, so we can encourage beautiful days as well as beautiful skin. By dedicating a portion of the sale of every product at all times, we can be confident that the contribution we are making is significant and that we’ll be able to further empower her from the inside out.”
The Hope & Grace initiative created the Hope & Grace Fund as a project of the New Venture Fund, a 501c3 public charity dedicated to supporting innovative and effective public interest projects. With guidance from an advisory board made up of committed and notable leaders in the mental health arena, Philosophy will annually give multiple grants on average of $25,000 through the Hope & Grace Fund to support hundreds of qualified organizations around the world.
In its first year, the fund plans to target organizations that work with women in the US who are currently underserved by mental health services by providing grants to community-based mental health organizations.
The first grant is designated to Bring Change 2 Mind, a national anti-stigma organization co-founded by actress Glenn Close with the mission to raise awareness and work to end the stigma and discrimination surrounding mental illness.