Lancôme is embarking on is most ambitious philanthropic initiative to date — and its first international one at that.
The L’Oréal-owned beauty brand is expected to officially announce the Write Her Future campaign — a global commitment to combat illiteracy amongst women — at a press event this morning at the Little Beach House in Malibu, Calif.
This the first time Lancôme’s legion of ambassadresses has been involved in a philanthropic campaign. The brand’s ambassadresses include Julia Roberts, Kate Winslet, Penélope Cruz, Lupita Nyong’o, Lily Collins, Isabella Rossellini and Taylor Hill. The brand began sharing on social media campaign images featuring the stars in February.
As its first effort, Lancôme has partnered with CARE — a nonpolitical international humanitarian network — to invest two million euros in literacy programs around the world over the next five years. The campaign will be implemented in 140 countries where Lancôme is sold. From there, the brand will partner with local organizations to launch specific literacy programs markets including the U.K., France, Italy, Spain, Germany and the U.S.
Lancôme has always been involved in philanthropic efforts at a local level — for instance, its St. Jude’s Children’s Hospital partnership that a company spokesperson noted will not be affected by this new endeavor. But an international philanthropic campaign of this scale is a first for Lancôme — especially because the brand’s entire roster of ambassadresses is involved in the campaign.
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“Today, 76 million young women lack basic reading and writing skills. Often hidden, this handicap causes young women to face exclusion and dependence, with serious consequences for themselves, their families and their close ones. This is why Lancôme has committed to fight again’s young women’s literacy and give voice to this invisible reality,” said Françoise Lehmann, Lancôme international president, in a statement. She noted that Write Her Future is a “civic and long-term commitment, which aims at raising awareness, implementing concrete actions in the field, and initiating a movement in favor of women.”