Lord & Taylor’s charity day is an all-day shopping event due to place this weekend, January 16, with ticket sale proceeds set to go to the PCPC’s Foundation to benefit its Look Good Feel Better charitable program.
Look Good Feel Better is the only worldwide charity dedicated to support of people with cancer, and provides practical support for women struggling with the side-effects of their treatment.
Over 50 major beauty, fragrance, and personal care brands, including AVON, Clarins, Estee Lauder, and L’Oreal support the charity to deliver its workshops and projects, which encourage self-esteem and body confidence.
Beauty’s helping hand
The LGFB program offers group, individual and online beauty sessions on skincare and cosmetics, nail care, wigs, turbans, accessories, and styling, and aims to help people with cancer manage their disease and treatment with greater confidence.
In the US, the program is made possible through a collaboration of the Personal Care Products Council Foundation, the American Cancer Society and the Professional Beauty Association.
"The whole experience was outstanding. It's not just about a bit of make-up, it's not vanity - it's about control. It gives women the strength to fight this horrible disease," Fiona, an LGFB beneficiary, has said in a testimonial.
Lord & Taylor in on the act
This weekend’s Lord & Taylor event, which will be taking place in all 50 stores across the chain, will tap into the ethos of the LGFB program.
The company says it will include in-store activities “aimed at helping customers look and feel their best in the New Year.”
The event confirms the role beauty can play in boosting consumer self-esteem, and reflects a growing trend within the industry for projecting a body-positive image – a step away from the traditional view of it trading on the opposite.