Just launched: 4 unexpected purpose-led brand collaborations you’ll love

From breast cancer awareness to supporting the fight against HIV/AIDS, these 4 purpose-led brands share one thing in common; a commitment to developing collaborative solutions for some of the world's most pressing issues


1.Louis Vuitto // RED

RED, a nonprofit organization founded 13 years ago by activist and journalist, Bobby Shriver, and U2 frontman, Bono, has partnered with Louis Vuitton to create a high-end candle intended to support the fight against HIV/AIDS. In support of Red’s founding mission to engage millions of people in the greatest challenge of our time – the fight to end AIDS in Africa – part of the proceeds from the sale of each candle will go towards the Global Fund to fight AIDS, Tuberculosis and Malaria.

The red and white candle was designed by  Australia’s design superstar, Marc Newson, while Jacques Cavallier-Belletrud, master perfumer at Louis Vuitton, is said to have composed its fragrance primarily in floral notes. Selling for $185 each, the “Louis Vuitton|RED” candles went on sale on Wednesday, October 9, in Louis Vuitton boutiques and online at www.louisvuitton.com

2.Lululemon & the UN // Peace on Purpose

Athletic apparel and the United Nations Foundation have entered into a new partnership ‘Peace on Purpose’ partnership. It is aimed at supporting mental and physical health of UN humanitarian workers working on the front lines.

The partnership will ensure UN workers get access to mindfulness and self-care tools and resources, such as training in emotion regulation and yoga, to help them build the resilience needed to handle stressful environments. 

To ensure its success, Lululemon has pledged to donate $1 million USD to the course over the next three years. The pledge will come to those dealing with a number of issues such as burnout, compassion fatigue, and stress-related physical, mental. The program has already been trialed as a three-year pilot led by lululemon’s Here to Be team and the UN Foundation, with trainings and workshops held in US headquarters as well as in Jordan, Lebanon, Pakistan, South Sudan, Turkey, Turkmenistan and Zimbabwe.

For info on the Peace on Purpose or lululemon’s Global Impact Agenda, visit https://shop.lululemon.com/story/sustainability.

2.Avon Justine // iThemba Walkathon

Breast cancer is the most common cancer diagnosed in South African women but finding it at an early stage makes it more treatable. In order to detect it early, it is necessary to know your breasts and check for anything unusual as well as have regular medical checkups such as an annual screening. 

Since 2001, Avon Justine has been committed to the health of all women, and, in 2019 the company has renewed its commitment through the Take a #BreastBreak awareness campaign – in support of Breast Cancer awareness month. Aimed at ensuring all women know the risks and signs associated with breast cancer, and which actions to take, the campaign is part of the Avon Justine Walkathon taking place on Sunday, October 20.

Presented in collaboration the with the Cancer Association of South Africa (Cansa), Wings of Hope and Look Good…Feel Better, the event remains the largest breast cancer education and awareness walk in over 50 countries in which Avon operates. 

As such Avon invites all women to take a break in October and ensure they make time to have a checkup. Registrations for the walkathon can be made on www.ithembawalkathon.co.za for R175 per adult and R115 for children between the ages of 2 and 12.

4.Savage X Fenty // Clara Lionel Foundation (CLF) 

Right in time of Breast Cancer Awareness month, Rihanna’s lingerie brand Savage X Fenty is joining the global fight towards cancer free society this October.

The label has unveiled a new ‘Savage X Thrivers Xtra VIP Box’ containing a pink scalloped lace bralette and Brazilian knicker set, a pair of ribbed knit pants, and some handy black-and-pink dominoes. The purchase of each kit will see a minimum donation of $3.75 made to the Clara Lionel Foundation (CLF), a non-profit organization founded Rihanna 2012 – aimed at supporting groundbreaking education and emergency response programs around the globe.

The Savage X Fenty / CLF campaign comes a year after the launch of a $25 million emergency response philanthropic fund month – which issued grants to organizations within 48-hours of the disaster. “We believe in the right to education as a weapon against injustice and inequality. Access to quality education is not only a basic human right, it is a critical component of a foundation for a more productive and happier life,” thus read a statement from the foundation’s site. 

For more info o n CLF’ philanthropic work visit https://claralionelfoundation.org.

*For the latest brand focused South African news and new launches, make sure to visit NOWinSA daily

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Tankiso Komane
A Journalism graduate from the Tshwane University of Technology, Tankiso Komane has a vast experience in print & broadcast media business and has worked for some of the country’s biggest daily newspapers, including The Sowetan, The Citizen, The Times, and The New Age. Through her varied work as a journalist, notably as a copywriter for SABC1 (On-Air promotions) and as a publicist for Onyx Communications, she has developed an in-depth understanding of the nature of the media business and how to use it for the purpose of exposure. Her expertise in journalism across various disciplines, coupled with a good reputation, has laid the foundation of a new kind "trust in Journalism" as the media ecosystem continues to digitally evolve.


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