Valeant's Kinerase brand to make charitable donations as part of campaign
BRIDGEWATER, N.J. — Valeant Pharmaceuticals has announced the launch of the "Change Your Skin, Change Your Life" campaign, in which its Kinerase brand will make three charitable donations in 2011.
Each donation, which will be made in June, September and December, will be decided upon by consumer suggestions on the Kinerase Facebook page. Participants will submit their favorite charities and then vote on the ones they like. The charity with the most votes will be the beneficiary of Kinerase's donation.
Each donation will consist of 20% of the proceeds of sales of a selected product for a one-month period at Ulta. The first product will be the Kinerase lotion in June; the second will be the Kinerase intensive eye cream in September; and the last will be the Kinerase cream in December. Voters now can submit the name of their favorite charity. The winning charity will be announced on May 31.
"'Change Your Skin, Change Your Life' is about bringing the consumer closer to the brand," Kinerase director of marketing Jennifer Smoot said. "By engaging consumers directly via Facebook and allowing them to make influential decisions for the brand, we hope to increase brand awareness and make a difference at the same time."