02.01.18
High-end fitness company Equinox has put a new spin on its acclaimed “Commit To Something” campaign by crafting an accompanying collection of goods that includes two beauty products. But don’t expect these to sell like SKUs from Kylie Jenner or Fenty Beauty. In fact, they aren’t going to be for sale at all. Equinox plans to auction Truth Lipstick and Eau De Blood, Sweat & Tears to raise funds for select charities.
Proceeds from the sale of the lipstick will go to support freedom of the press, while sales of the scent will go to support Kathrine Switzer’s foundation, 261 Fearless. Eau De Blood, Sweat & Tears, created by olfactive branding company 12.29, is said to be infused with the actual DNA of Switzer who was the first woman to run the Boston Marathon. Equinox says it plans to hand out free samples of the unisex scent at the Boston Marathon in April.
Proceeds from the sale of the lipstick will go to support freedom of the press, while sales of the scent will go to support Kathrine Switzer’s foundation, 261 Fearless. Eau De Blood, Sweat & Tears, created by olfactive branding company 12.29, is said to be infused with the actual DNA of Switzer who was the first woman to run the Boston Marathon. Equinox says it plans to hand out free samples of the unisex scent at the Boston Marathon in April.
