Community building to foster engagement: A modern approach to support beauty brand loyalty



In an increasingly competitive beauty and personal care industry, companies are shifting from traditional marketing strategies to community-driven initiatives that engage consumers on a deeper level. Brands like Colgate-Palmolive, Dove, and KISS Colors & Care have recently invested in educational, social, and cultural programs to foster authentic relationships and build brand loyalty.

This approach aligns with the growing consumer demand for purpose-driven brands, making it particularly relevant for manufacturers and suppliers in the cosmetics and personal care sectors.

Colgate’s Haz La U: Empowering education for a brighter future

Colgate-Palmolive’s Haz La U initiative exemplifies how brands can support communities while promoting their values. Now in its 16th year, this program offers $100,000 in scholarships to Hispanic high school seniors in partnership with the Hispanic Heritage Foundation.

These scholarships, aimed at students who demonstrate academic excellence and community leadership, reflect Colgate’s dedication to education as a means of unlocking brighter futures.

“At Colgate, our brand values have always been simple: we exist to create smiles that unlock a brighter future,” said Diana Haussling, Senior Vice President & General Manager, Consumer Experience & Growth, Colgate-Palmolive North America in a press statement. By investing in education, Colgate not only supports students like Jasmine Martinez—a University of Florida student focused on cultural leadership—but also strengthens its ties to the communities it serves.



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