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The first annual U.S. Look Good Feel Better Beauty Editors Day is centered on the union of philanthropy and personalized in-store services to help people living with cancer.
The initiative, which will be held at Saks Fifth Avenue’s Fifth Avenue flagship store on Aug. 16 from noon until 7 pm, will offer participants a 20-minute one-on-one consultation with a beauty, style or fashion editor, a mini makeover and a free gift.
“Beauty editors will be positioned at a brand partner counter in the store,” said Louanne Roark, executive director of the Personal Care Products Council and its charitable organization, the Look Good Feel Better program. “The guest can talk about anything she has on her mind, from the latest trends to questions about working in the cosmetic industry.”
In total, 32 beauty brands and 32 editors will be matched with shoppers, who will make a $30 donation to the Look Good Feel Better Program.
The program benefits Look Good Feel Better, which provides people living with cancer with free workshops and support to manage the appearance-related side effects of the disease.
Founded more than 23 years ago, the Look Good Feel Better program — to date — has helped more than 1.2 million people across the U.S. and in 24 countries around the world. Roark estimates that the program has reached over 800,000 women in the U.S.
“This is an opportunity to raise awareness in the consumer audience,” said Roark, who noted that there is the potential to book 576 appointments throughout the day, generating a possible $17,280, plus additional donations from the publications as well as Saks. “We great a greater amount of reach through our partners.”
Over the past five years, the same program has been conducted in Selfridge’s London to benefit the Look Good Feel Better program in the U.K. Roark said it was the initiative’s popularity and ongoing success which spurred the organization to bring it Stateside. The U.K. program generated 30,000 euros for its 2011 initiative.
“This year we thought was the right year to bring this to the U.S.,” said Roark, who described the overall mood of the event as “festive.” “It’s been successful because it really is a win-win program. This is an opportunity to raise awareness and funds that support the program to reach more women with cancer.”
For Saks, the event offers an opportunity for the beauty industry to unite and support an important organization.
“It’s a no-brainer to support such an amazing cause,” said Deborah Walters, vice president and general merchandise manager for cosmetics at Saks. “The industry has been so supportive and the bookings are coming in strong.”
Added Sophia Brown, Saks’ director of public relations and special events for beauty, men’s and home, “Our service standard is something we do well. We [have] an elevated service culture. [Beauty Editors Day will provide] two sides: a directional take from a beauty editor and a chance to experience a brand.”
Roark added that the program is always growing and extending its global reach, with a focus on emerging markets.
“International expansion continues our mission; reaching as many women with cancer as possible and helping them through the most trying times of their lives to create some level of normalcy,” said Roark.
Funds generated through this year’s program will be used to support educational materials and services for about 50,000 women and to support almost 16,000 workshops, virtual workshops and online support services offered throughout the year.
To participate in Beauty Editors Day, customers can book an appointment by calling 866-395-LOOK (5665).
The editor/brands pairings participating in Look Good Feel Better Beauty Editors Day include:
• Patricia Tortolani, beauty director of Allure and Sophia Panych, associate editor of Allure with CHANEL
• Ellen Miller, beauty and fashion director for Better Homes & Gardens with Clarins
• Dana Wood, beauty director of Brides with Jo Malone London
• Eimear Lynch, word of mouth editor at Condé Nast Traveler with Clé de Peau Beauté
• Leah Wyar, beauty director at Cosmopolitan with Nars
• Milly Almodovar, beauty editor at Cosmo for Latinas with Ioma
• Jason Chen, associate style editor for Details with By Kilian
• Emily Dougherty, beauty and fitness director for Elle with Dolce & Gabbana
• Corynne Corbett, beauty director at Essence with Penhaligon’s
• Seth Howard, fashion editor at Esquire with RéVive
• Gretta Monahan for Every Day with Rachael Ray with Trish McEvoy
• Heather Muir, beauty director at Fitness with Erno Laszlo
• Elaine Welteroth, senior beauty editor for Glamour with Yves Saint Laurent
• Alexandra Parnass, beauty director for Harper’s Bazaar with Estée Lauder
• Ilana Blitzer, senior beauty and fashion editor at Health with Bobbi Brown
• Amy Synnott‐D’Annibale, beauty director for InStyle with Sisley‐Paris
• Erica Metzger, beauty director at Ladies’ Home Journal, with Frédéric Fekkai
• Jean Godfrey‐June, beauty director at Lucky with Laura Mercier
• Ying Chu, beauty and health director for Marie Claire with Guerlain
• Genevieve Monsma, beauty director for More with Giorgio Armani
• Valerie Monroe, beauty director at O The Oprah Magazine with Cellcosmet
• Pamela Edwards Christiani,, beauty and style director for People with SK‐II
• Holly Carter, beauty director at People StyleWatch with La Prairie
• Tory Kirby, beauty director at Redbook with Clarisonic
• Elaine D’Farley, beauty director at Self with Lancôme
• Alyssa Kolsky Hertzig, beauty director at Shape with Clinique
• Celia Ellenberg, senior beauty editor at Style.com with Burberry Beauty
• Jamie Rosen, beauty director at Town & Country with La Mer
• SunHee Grinnell, beauty director at Vanity Fair with Dior
• Sarah Brown, beauty director; Ana Dragovic, beauty assistant and Catherine Piercy, beauty writer for Vogue with Tom Ford
• Jane Larkworthy, beauty director at W Magazine with Bond No. 9 New York
• Molly Nover‐Baker, beauty director for Women’s Health with Shiseido