Eleven years ago, French beauty brand Clarins revolutionized the industry’s gift-with-purchase approach thanks to a collaboration with FEED. It was a chance encounter between Lauren Bush Lauren and Christian Courtin-Clarins that led to the breakthrough concept that to this day has provided more than 34 million hot meals to school children around the world. The pair quickly coined the term “Gift-With-Purpose” and 11 years on, the program is helping to tackle childhood hunger.
“The number we put on every FEED bag or accessory connects customers with the cause in a tangible and shareable way,” explains Lauren. “The idea is to elevate the concept of a gift-with-purchase to a gift-with-purpose, empowering Clarins customers to give directly to those who need it most, through their everyday purchasing choices. Each meal we are able to provide truly makes a difference to the child who receives it – for some, it may be the only meal they receive all day – an entire school year of consistent meals can truly change a life.”
“Respect has always been at the heart of the Clarins ethic – respect for the environment, for life, for people,” adds Courtin-Clarins. “That’s why Clarins believes that real beauty is expressed by taking action to make the world a better place. When I met Lauren Bush Lauren, it was immediately clear that Clarins needed to be a part of this project.”
Here’s how the campaign works: Purchase two Clarins items on thebay.com or at a Hudson’s Bay store (one item which is skincare) and not only will you receive a five-piece gift, but Clarins will provide seven hot meals to children in need thanks in part to partners UN World Food Programme, No Kid Hungry and Akshaya Patra.
There are four different Clarins FEED Gift-With-Purpose sets to choose from: Multi-Active, Extra-Firming, Super Restorative and Hydration (while supplies last). Each addresses a particular skin type. Every gift includes this year’s collector FEED bag.
“I no longer go to school because of the pandemic. I want to go back to school to learn but also to eat porridge. I have not been eating breakfast since the school closed and I’m hungry every morning,” says Langizo from Malawi. “Today, I’m happy to eat the school breakfast again. It gives me energy and keeps me healthy. Math is my favourite subject. I want to become a medical doctor when I grow up because the sick need help in hospitals.”
The Clarins & FEED Gift-With-Purpose program is exclusive in Canada to Hudson’s Bay and thebay.com. Click here for more details.
For more information about FEED, visit www.feedprojects.com