Homegrown skincare brand, based out of the UAE, Peacefull has launched a CSR initiative to support UNHCR, on World Humanitarian Day. Communicate sat down with Founder of Peacefull, Salama Mohamed to discuss the how-about of this partnership and what it holds for the future.
Peacefull, the homegrown luxury skincare brand, will be pledging and donating 50% of all sales to UNHCR as part of its collaborative CSR campaign and initiative.
This partnership marks the beginning of a series of CSR efforts by Peacefull, whose first endeavor is to support UNHCR’s established work in providing basic services, including food and shelter, to forcibly displaced persons around the world. UNHCR, the UN Refugee Agency, is a global organization dedicated to saving lives, protecting rights, and building a better future for refugees, forcibly displaced communities, and stateless people. Through its work, UNHCR helps millions of people around the world every year by providing resources such as protection assistance, healthcare, and education, among other needs. Every Peacefull product purchased throughout the month of August will be translated into providing vital aid for displaced persons through UNHCR.
Communicate spoke with the Founder & Creative Director of Peacefull, Salama Mohamed to further understand the motive behind this initiative and how it aligns best with the brand's values.
What does this partnership between Peacefull and UNHCR entail? What does it mean for the brand?
Our partnership with UNHCR saw 50% of all Peacefull product sales from the entire month of August, donated to UNHCR’s initiatives. Proper skincare and hygiene is a universal right and through this initiative, we are able to give back to the community, providing these necessary amenities to displaced families.
We also believe that being in a fortunate position affords you a certain level of responsibility and duty to help others in need. And for our customers who have contributed to this cause, partnering with a reputable organization such as UNHCR provides transparency, showing how our efforts positively impacted people on the ground.
How did the partnership come into play? Was there any particular consumer insight that triggered the inspiration for the same?
Giving back to the community has always been at the heart of the Peacefull brand, and our partnership with UNHCR in August served as a launch pad for our CSR initiatives. This partnership came together organically as I already had a relationship with the team at UNHCR and had previously been a part of some of their initiatives. Although initial discussions had centered around World Humanitarian Day, we decided on the full month of August, as we don’t believe giving should be confined to one day only.
Consumers are always invited to contribute in any way they can. We pledged 50% of our sales to show our commitment and dedication to the cause.
In what ways does this campaign echo the brand's authenticity towards its values?
This campaign echoes Peacefull's main value of being people-powered, hence our plea to the community to help and take part in the donation. It’s ingrained in everything we do, from our essence, down to the product formulas, which have been designed for the people and their specific needs.
What's next? Is the brand aiming to turn this initiative into a long-term relationship with the UNHCR?
Peacefull has established a long-term relationship with UNHCR and will continue to contribute in any way possible. There are so many projects in the pipeline with the UNHCR, to which I can’t share details at the moment, but all will be revealed to the world in due time!
Will Peacefull be running any community-focused campaigns around this initiative on social media? If so, when will they come into play?
We have plans to launch many community-focused campaigns, with trips to camps that house displaced families and offer on-the-ground support as well.