US-based, The Susan G Komen for the Cure Foundation, which has raised and invested $1.5 billion in fighting breast cancer since 1982, has taken its crusade into new territory – the fragrance bar.
As a pioneer in cause-related marketing, the Komen foundation has orchestrated its first product, a women’s fragrance, as a fund-raising vehicle. Appropriately, the scent is called ‘Promise Me’, which also is the title of the book written by Nancy Brinker, founder of the organisation and sister to the late Susan Komen.
Brinker stated, “that the fragrance will give supporters a new way to participate in the cause and contribute very importantly to our reach globally. It is an act of advocacy that offers ‘a natural fit’. Not to be overlooked is the fund-raising potential.” The organisation figures that the fragrance will raise a minimum of $1 million a year. The fragrance development was spearheaded by Brian Robinson, the founder of Zihr and now the head of TPR Holdings LLC.
The fragrance’s formula is floral oriental, created by Jean-Claude Deville of Drom. Key notes include mandarin, bergamot, blood orange, fresh aldehyde, black current, pink peony, wild orchid, rosewood, white patchouli and musk. The packaging was created by Chad Lavigne.
Posted on: 7.1.2011