CPB Partners with UNICEF to Safeguard Girls Rights
- Chaileedo Press
- Jun 4, 2022
- 3 min read
Shiseido brand CPB and UNICEF launched the third year of cooperation, announcing that part of the global sales of the star essence “The Serum” will be used to support the education and empowerment of 6.5 million girls around the world. The product is available at the flagship store of Chinese e-commerce platform Tmall, and is priced at 1,250-1,980 yuan ($186.5-$295.4).
Education promotes sustainable development, which is of positive significance to community development. Education can enhance girls' ability to be independent and improve their economic situation. It is a ladder to help them get rid of poverty and make it possible for them to continue to pursue a better life.
Recently, Shiseido's brand CPB announced the launch of the third year of cooperation with the United Nations International Children's Emergency Fund (UNICEF). In collaboration, CPB will continue to work to remove barriers that girls may face, provide them with greater access to science, technology, engineering and mathematics (STEM) education and skills training, empowering girls with the skills they need knowledge and skills, thus making a positive impact on their communities and around the world.
To further demonstrate the brand's commitment to advocating girls' education, CPB also pledged to donate a portion of the global sales of the star essence product "The Serum" to support the education and empowerment of 6.5 million girls around the world. As part of its commitment, CPB will also promote this worthy cause on various social media platforms and through in-store displays.
Ms. Mizuki Hashimoto, CPB Chief Brand Officer, said, “CPB firmly believes that unlocking the potential and talents of girls through STEM education will help create a better world. The past two years have been a very rewarding journey as we seek real change together, and it is even more precious because of the active participation of every consumer. It is an honor to see the support of our brands make an important and positive impact in the efforts of UNICEF.”
It is reported that from June 1st to June 30th, BST this year, the Chinese market will also actively carry out this public welfare project again. As a brand of Shiseido, CPB's public welfare projects are just a microcosm of all Shiseido Group's public welfare activities in China.
Since the outbreak of COVID-19, Shiseido Group has donated money immediately and launched the "Relay of Love" project to continuously donate materials to the front-line and needy groups in China. For example, the training instructors of the CPB brand of Shiseido explained daily makeup techniques such as maintenance, nursing and decompression to the medical staff of Shanghai Jiaotong University School of Medicine, and presented loving products.
In addition, Shiseido, as the first batch of participants in the "Come on! Anti-epidemic Angels" project of the China Women's Development Foundation, donated 77,000 products of AUPRES hand cream and body cream and PURE&MILD hand cream to the International Women's Day in 2020, with a total value of $443,095, aiming to send practical care to front-line medical staff and their families, mainly in Hubei Province, to help them stand their ground and overcome difficulties together.
In June 2020, Shiseido joined hands with the China Women's Development Foundation to set up the "Shiseido Love Relay-Care Women's Love Fund", and launched a series of public welfare activities: sending Shiseido professional hand care to female volunteer teachers in mountainous areas of China, and providing Chinese women college students professional guidance on career planning and styling.
In the 41 years since it entered the Chinese market, Shiseido has lived in harmony with Chinese society. Behind the accumulation is the widespread trust and recognition of Shiseido brands by Chinese consumers. It is Shiseido's commitment to the sustainable development of China's cause to practice the path of public welfare with a sense of gratitude. With the vision of "BEAUTY INNOVATIONS FOR A BETTER WORLD", Shiseido will continue to unite loving forces for China's public welfare undertakings.
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