ShopRite, P&G Make Wigs From Shoppers' Hair
ShopRite and Procter & Gamble's Pantene tied in to October's designation as "Breast Cancer Awareness Month" by hosting in-store events encouraging shoppers to donate their hair to cancer patients.
The partners are staging “Care Beyond Hair” events at 40 New Jersey, New York and Pennsylvania ShopRite stores from Oct. 3 through Nov. 16 to encourage shoppers to donate their hair to the manufacturer's Pantene Beautiful Lengths Fund, a cause initiative administered by The Greater Cincinnati Foundation that helps provide human hair wigs for the American Cancer Society's and Canadian Cancer Society's wig banks. Each tour stop will have a pop-up styling station staffed with a beautician. For every hair donation, Pantene pledges an additional $50 (up to $10,000) to the Pantene Beautiful Lengths Fund.
The tour kicked off at the ShopRite of Greater Morristown in Cedar Knolls, NJ, on Oct. 3. Campaign ambassador and former National Football League player Tiki Barber was onsite to share his personal experiences in dealing with his mother’s breast cancer battle and encourage donations.
In stores, a car communicating "Pantene Care Beyond Hair Exclusively at ShopRite," standees and table displays spotlight the cause campaign at each event. A promotional page (shoprite.com/carebeyondhair), a Nov. 1 Facebook update and features in the retailer's Oct. 20/22 and Oct. 27/29 circulars support.
“We’re so thankful to ShopRite for its support of the Pantene Beautiful Lengths Fund through our partnership for Care Beyond Hair,” said Robert Stetts, marketing manager with P&G, in a media release. “This program allows us to help women going through grueling cancer treatments to feel a little bit more like themselves every day and inspire the confidence needed to keep fighting. We are so grateful to our generous donors who continue to make the creation of these wigs possible, and we look forward to a successful campaign for a great cause.”
ShopRite regularly partners with CPG manufacturers for cause programs, most recently teaming with P&G to fight hunger (See Related Updates below) and Kimberly-Clark's Huggies to donate up to half a million diapers to babies in need.