NEW YORK —Looking to benefit DKMS, the world’s largest bone marrow donor center, and promote its Complete Salon Manicure nail color collection, Sally Hansen is embarking on a “Color That Cares” multicity campaign that will culminate in Los Angeles in June.
As part of the campaign, Sally Hansen participated in the Real Simple event on April 15 in New York City’s Grand Central Terminal. The event included six Broadway performances, free lunch and demonstrations by several companies, including Sally Hansen.
Participants were able to stop by the Sally Hansen booth for a complimentary manicure featuring the brand’s new Complete Salon Manicure nail color. While at the Sally Hansen booth, visitors also were encouraged to register as a donor for DKMS, which involved a swab of the cheeks to collect cheek cells. The cells will be sent to a lab to be tested and determined for tissue type.
The campaign will wrap up in Los Angeles at Hollywood and Highland on June 10. During this event, Sally Hansen will attempt to break the Guinness World Record for most manicures done in a day, and celebrity guests will be on hand to help launch the initiative. This event also will include DKMS registration for those who are interested.
To raise awareness about the “Color That Cares” program, Sally Hansen and DKMS debuted a print advertising campaign this April, highlighting the crucial cause that the program benefits. Coty’s funding of the campaign will assist in initial donor registration and blood and marrow typing costs.
In October 2006, Coty joined DKMS in the fight against leukemia by establishing the Coty-DKMS Linked Against Leukemia partnership. Leukemia personally affected the Coty family when the wife of longtime Coty chairman Peter Harf succumbed to the disease in 1991.