Hain Celestial Personal Group is looking to make a bigger impact on consumers.
In its first collective charity partnership, Hain Celestial, which includes Alba Botanica, Avalon and Jasön, is teaming up with Care, a humanitarian organization that fights global poverty, on a three-year charitable commitment.
“Each of the brands that we have at Hain has done partnerships and charitable causes over the years kind of on a one-off deal,” said Julie Marchant-Houle, vice president and general manager of personal care at the Hain Celestial Personal Group. “We took a step back and thought how can we have a bigger impact? Our brands have gained more distribution over the last couple of years, so they have more presence in the marketplace.”
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The partnership will focus on a movement called Empower Her through Education, which is dedicated to eliminating barriers of education such as violence, hunger, child marriage and repressive ideological beliefs against women in developing countries.
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Each brand will focus on a different message. Alba Botanica, which is aimed at a younger consumer, will emphasize girl power to build up young girls self esteem. Avalon Organics, a brand that skews a bit older, will advocate for policy changes that will allow girls to attend and succeed in school. The final brand involved, Jasön, is focused on working with mothers and communities to support and value their daughter’s education.
While the partnership will officially kick off in April, Hain will get a head start at Expo West. During the natural product trade show, which starts this week, the company will ask consumers to sign a petition for the Secretary of State John Kerry to put an end to child marriage on a global scale.
Meanwhile, the initiative will share the inspiring stories of young women from around the world at care.org. Also, Hain will leverage its social media channels and will feature these pages on its Web site to raise awareness.
“Care is fighting poverty around the world,” said Marchant-Houle. “It’s particularly relevant to us because of its focus on women, children and families. Care believes that if they can improve the lives of women and children, you can improve the world and that’s really congruent with how we think.”