Operation Smile/Sephora
Client
Operation Smile is an international humanitarian organization that engages thousands of medical volunteers and sponsors to provide free plastic and dental surgery to children with debilitating facial deformities worldwide.
Challenge
Operation Smile continuously seeks creative and groundbreaking opportunities to raise both awareness and funding for its global medical missions.
Enter Reingold
In collaboration with Sephora's marketing team, Reingold leadership developed a strategy to leverage the Operation Smile and the Sephora brands, combining Sephora's name, extensive retail reach, and strong ties to the fashion media with Operation Smile's reputation as a leading humanitarian organization with tremendous popular appeal. Focusing on the universal beauty that Operation Smile restores, our campaign launched Operation Smile Lip Baume with an online Celebrity Kiss Auction featuring actual kiss imprints from Charlize Theron, Gwyneth Paltrow, Jennifer Lopez, and other popular celebrities. Operation Smile Lip Baume hit Sephora stores nationwide on Valentine's Day, 2001, with a premium display location for the co-marketed brand.
Results
Operation Smile Lip Baume was an instant success, becoming the top-selling SKU in Sephora stores for six months. The program provided tremendous exposure for Operation Smile and generated $400,000 - $500,000 for the nonprofit.