Case Assignment: Lancôme and St. Judeʼs Children’s Research
Hospital
In most people’s minds, curing childhood cancer and beauty
products aren’t linked, but maybe they should be. Since 2010,
Lancôme has partnered with St. Jude’s Children’s Research Hospital
to help fund saving children and curing childhood cancer.
"The support of Lancôme, its network of ambassadors and
generous customers is making a significant difference in the lives
of some of the world's sickest children," said Richard Shadyac Jr.,
president and CEO of ALSAC, the fundraising and awareness
organization for St. Jude’s Children's Research Hospital. "By
raising awareness and funds to support our lifesaving mission
through charitable campaigns and providing makeovers for teen
patients at events such as the St. Jude Teen formal, Lancôme has
been a steadfast partner for seven years and has truly shown the
beauty of philanthropy."
St. Jude’s Children’s Research Hospital is the only National
Cancer Institute–designated Comprehensive Cancer Center dedicated
exclusively to children. Research and treatment improvements
achieved at St. Judeʼs have increased the overall childhood cancer
survival rate from 20 percent to 80 percent in the 50 years since
the hospital opened. They share the discoveries made there with
doctors and scientists worldwide, hoping their efforts can be used
to save children all over the world.
Families of St. Jude’s patients never receive a bill for
treatment because St. Jude’s feels the last thing a family should
worry about is money when their child is fighting for his/her life.
The majority of funding for St. Jude’s comes from individual
donations and through programs like their partnership with
Lancôme.
Lancôme, founded by Armand Petitjean in 1935, is the world’s
leading luxury beauty brand, known for their timeless glamour with
a French touch. Lancôme has a presence in 130 countries with over
20,000 beauty advisors. Some of Lancôme’s most iconic products
include L'Absolu Rouge, Hypnose mascara, Dual Finish, Teint Idole,
Advanced Genifique, Visionnaire, Absolu L'Extrait, Tresor, and La
Vie Est Belle.
In 2015, Lancôme launched their “Moments of Happiness”
campaign to support St. Judeʼs. For select days in October, Lancôme
donated $1 directly to St. Judeʼs for every purchase of their
Définicils Mascara, La Vie Est Belle fragrance, and Advanced
Génifique Youth Activating Concentrate. They also donated an
additional $1 to St. Judeʼs for every Instagram shot or Twitter
post featuring a picture of the poster’s hands shaped like a heart
and including the hashtag #LancomeGivesBack posted during the
campaign.
In honor of the seventh year of their partnership, Lancôme
increased their fundraising efforts with their 2016 campaign. From
October 16 to October 22, the brand donated $1 to St. Judeʼs for
every transaction made at Lancôme counters nationwide and on
Lancome-usa.com. (The campaign was not limited to select products,
as in previous years.)
Lancôme also continued the Hand Heart Campaign from 2015. From
September 29 to October 25, Lancôme made a $1 donation to St.
Judeʼs (up to $10,000) for every tweet or Instagram picture
featuring a hand/heart picture and the hashtag
#LancomeLovesStJude.
"It's inspiring for our organization to be involved and
contribute to such a miracle, and I'm humbled and proud of our
partnership with St. Judeʼs," says Suriya Parksuwan, president of
Lancôme USA. "Everything you hear and see at St. Judeʼs is truly
filled with color, positivity and optimism. It's purely magical to
see the work that the hospital does to make life for patients and
their families feel more ordinary, while focusing on what's
important: getting better and having moments of happiness."
Lancôme also launched their “Always On” campaign to continue
their support of St. Judeʼs throughout the year. When checking out
products on Lancome-usa.com, all customers will have the option to
make a donation to St. Judeʼs.
TRUE/FALSE
1. St. Jude’s Children’s Research Hospital is a nonprofit
organization.
ANS:
2. Lancôme is a nonprofit organization.
ANS:
3. The effort by nonprofit organizations to bring about
mutually satisfying exchanges with target markets is nonprofit
organization marketing.
ANS:
4. Lancôme and St. Jude’s Children’s Research Hospital view
profit with the same objective in mind.
ANS:
5. Nonprofit organizations cannot measure their success or
failure in strictly financial terms.
ANS: