Social missions, corporate responsibility initiatives, and sustainability efforts are commonplace now among cosmetics and personal care brands. The new partnership between Raw Elements and Hawaiian Airlines typifies how these sorts of endeavors can help facilitate favorable corporate deals between ‘like-minded’ businesses.
Hawaiian Airlines and Raw Elements share an interest in reef protection. So the two companies had a ready point of commonality. “Hawai‘i is a very special place, and we believe it is our kuleana, or responsibility, to care for our home,” Avi Mannis, senior vice president of marketing at Hawaiian Airlines, tells the press. “Through our partnership with Raw Elements, we encourage guests to join us in reducing the human impact on these delicate coral ecosystems.”
“Partnering with Hawaiian Airlines to raise awareness of the critical state of Hawai‘i's coral reefs is something we are incredibly proud of,” says Brian Guadagno, founder and CEO of Raw Elements, in a press release about the deal.
“Together,” he adds, “we are able to positively impact thousands of Hawai‘i-bound guests per day on safer sunscreen practices and preserving the reefs.”
The partnership has several facets: Hawaiian Airlines’ passengers traveling from the mainland to the islands will get samples of Raw Elements Eco Formula sun screen. And, they’ll have the option to buy a full-sized bottle at a discount through June. Plus there’s a sweepstakes for a Hawaiian trip.
All of these moments will help keep the brand top-of-mind with consumers.
The partnership is also intended to raise awareness about reef issues in Hawaii. And the airline’s press release explains, “Hawaiian’s collaboration with Raw Elements USA was established in support of the airline’s ongoing sustainability initiatives and emphasizes a company-wide commitment to preserving Hawai‘i’s natural resources.”
At the start of April, “The airline…debuted a new educational in-flight video, Reefs at Risk, to educate guests on the impact of sunscreens on Hawai‘i’s coral reefs.”
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.