‘Give & Take’ Pays it Forward for Social Profitability
Trade Secrets celebrates over 10 years of women helping women
Canadian beauty retailer, Trade Secrets/Glamour Secrets understands the value of Social Profitability and the impact of paying it forward in a big way.
In the spirit of making a difference in the lives of women in need, Trade Secrets/Glamour Secrets, with 65 retail locations across Canada, have been giving back to those communities in a unique and quite beautiful way.
The Give & Take event allows the retailer to bring awareness to a cause and do something positive to benefit women who have become victims of abuse, poverty, or mental illness, etc.
Give & Take was built on the principle of women helping women – holding a door or a simple smile can change someone’s day. This initiative was created from this inspiration, and for the 10th year in a row, Trade Secrets/Glamour Secrets have helped dozens of shelters, charities and community centers by providing hundreds of beauty appliances all over the country.
The campaign invites customers to GIVE in their gently used hair appliances to any Trade Secrets/Glamour Secrets location, and in turn, they will be donated to shelters and charities across Canada that offer support and shelter for women and their children struggling through turmoil. As a thank you, customers can TAKE 50% off the price of select hot tool purchases.
“We want to educate our customers and our staff about the importance of paying it forward. Even the smallest of acts, such as donating a hair appliance, can give women the tools they may need to feel confident, both inside and out,” says Vanessa Koffman, Marketing Manager.
Over the past four years, revitalized creative and campaign branding were conceptualized and designed by The Collective in Toronto to support the Give & Take campaign, conceived and executed with the goal of increased brand and event recognition and to appeal to a broad demographic of women aged 16 to 65.
In homage to pin-up girls, the key art, photography and tongue-in-cheek copy have evolved from the decades of the 50’s to 60’s and 70’s.
INTENT Media worked with Trade Secrets/Glamour Secrets to drive further traffic to the stores and to encourage customers to GIVE an appliance and TAKE part in the promotion and increase sales and donations.
Utilizing strategic media partnerships and a more integrated media approach brought awareness to the charitable component of the campaign and generated a per-store sales lift.
The rebranded campaign continues to generate greater interest and increased year-over-year sales. Heading into this year’s campaign, Trade Secrets/Glamour Secrets have donated over 50, 000 used appliances to women in need.
Proving once again that a company’s cause marketing efforts on behalf of a cause can be – So Worth It!