Social responsibility and humanism aren`t only words today because the beauty industry mixes both business and social care from the cases with mobile styling games to global companies. Sephora, a famous cosmetics company, is a strong example how a company can create its own social program, implement it and make the world better and kinder.

In January of 2015 Corrie Conrad decided to change her life: she had been working at Google as a senior project manager for eight years but then she left it to start her career as a head of a newly carved out «social impact» division in Sephora. She planed to make together the company`s existing value-driven efforts. «Prior to then, there hadn’t been an intentional focus on using Sephora`s strengths for the greater good,» now says Conrad, who has been Sephora`s head of social impact for the previous 2 years. «I basically served as an anthropologist consultant internally, at first — figuring out who we are, what we’re good at and what our community needs.» Conrad has launched the Sephora Stands very soon. So, what does it mean? It consists of three programs: firstly, Sephora Accelerat, a prompt beauty program for female entrepreneurs; secondly, Sephora Stands Together, in other words, it`s an inside program for workers and staff; thirdly, Classes for Confidence, lots of makeup classes and helps for with nonprofits for women who face true difficulties their lives as firing, dealing with domestic abuse, battling cancer and many more who do need it.

Sephora`s Stands

Sephora`s Stands

Sephora`s Stands

What happens today? Last week Sephora told officially people that the Sephora Stands would be alive again for the present and the future. The program was so successful while testing with 300 hours of mentorship and 200 Classes for Confidence. It shows obviously how Sephora both implements its own commercial business and never forget about social help and kindness. Thats`s why somebody calls Sephora «a force for good.» Fortunately, it`s not the only one company which creates souls` lights and has a purpose which is much greater than just making money profit. For example, the companies as Dove, Cheerios, Pantene or Patagonia have the same spirit and mind`s policy. They are fighting for body positivity, LGBT acceptance, female empowerment in the workplace and sustainability.

Sephora`s Stands

Sephora`s Stands

Sephora`s Stands

«There`s empirical evidence that suggests there’s an increasing apathy for brands. It`s too much white noise, not enough authenticity,» said Max Lenderman, CEO of the cause-marketing specialized agency School. According his statistics from a Havas Media survey, «most people reportedly wouldn’t care if 70 percent of the world’s brands disappeared.» Also, the beauty industry is ready to demonstrate a close relationship with customers and its care. Cosmetics are a daily product for most women, customers are typically loyal to the brands they love. These communications are attractive and can inspirit for powerful and humanistic ideas. It begins special reasons to buy or prefer a brand. «The beauty category is one that a lot of other business verticals should look at in doing cause and philanthropy really well,» Lenderman continued. «They have done a very good job in finding insight and then activation around some of the core issues that face their audience.»

Sephora`s Stands

Sephora`s Stands

This year Sephora is going to grow its accelerator program to include open applications from «ladies-entrepreneurs» in 2 new categories: sustainability and technology. «There`s a big opportunity to support female founders,» said Conrad. «The majority of our clients are women, and the research shows female founders are underrepresented and overlooked when it comes to receiving venture funding.» «It`s important to build something that customers resonate with, where their dollars are contributing to more than the bottom line. There are a lot of things we care about that need funding, but women and education is important to us as a tech-first, online-first company,» agrees Katia Beauchamp, one of two founders of Birchbox. «A lot of great purpose starts with the founders of a company,» adds Nicole Kroese, The Flatiron School’s director of marketing. «Having two female tech leaders pay it forward to train women articulates their purpose in a really great way.»

Conrad makes so many upgrades with Sephora`s corporate spirit and positioning of the brand. One of the main advantages is proving that the social impact isn`t an «isolated island.» «We looked at our strengths as a leading beauty and innovative retailer, what matters to our employees,» she said. «All of it points to the motivating factor for bringing social impact to the forefront. At the same time, it inspires love and loyalty from consumers. You prefer to buy from companies that take social impact seriously.» Despite being social do-gooders, companies should notice that every action can reasonably be traced back to how it benefits the bottom line. Max Lenderman says: «Companies today have to dig deeper and consider their social purpose as necessary to the business as something like innovation, or research and development. You can`t simply slap your name on a cause, and you have to fund your purpose in order to stay relevant.» «If it`s a drain on the bottom line, you`ll find the money cuts elsewhere. To activate on purpose, it comes with a budget, the same way that R&D does. But it’s indispensable for the future.»

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