Going to Beautiful Lengths to Give

November 15, 2007

The recent growth in corporate social responsibility confirms that consumers worldwide are demanding more of the businesses that serve them. Companies are now expected to be more than just profit-earning entities but rather societal entities that promote certain ethical values. This creates a unique opportunity for companies to differentiate themselves and establish outlets for the public to align with their brand, thereby building consumer loyalty.

As one such loyal customer of Pantene Pro-V, I recently decided to take part in their Beautiful Lengths event, a cut-a-thon for people who wish to donate at least 8 inches of hair to be made into wigs for the American Cancer Society. The society then distributes these real-hair wigs for free to cancer patients across the nation. The incentive besides the incredible feeling of giving is a free haircut from a top New York salon.

This event is an excellent example of how companies today are giving back to society in a way that is central to their corporate strategy. For years, Pantene’s goal has been to create beautiful, strong and healthy hair for consumers. Now Pantene has successfully connected these individuals to share their strength and hair with those who have lost theirs due to cancer treatment. Their tagline Grow. Cut. Share. Shine. is a testament to this process.

Recognizing that hair is often paramount to a woman’s physical identity and can be devastating to lose, Pantene aims to create a sense of normalcy for cancer patients as they “look in the mirror and at least see a familiar face.” In an age where companies are more and more expected to be socially responsible, Pantene has been able to give back in a way that is meaningful to them and to the cause.

Just last week, in a move to garner attention for the Beautiful Lengths program and possibly inspire others to donate their hair, Hilary Swank appeared on Oprah and allowed her to make the big cut. I’m sure that Hilary would agree with me that when the cut was complete you really do “Shine” not just because it was a good cut but knowing that your hair is going to a person in need.

If you are interested in reading more about the program or donating hair please visit: http://www.beautifullengths.com/

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