Gucci Parfums is proud to announce a minimum pledge of $1 million to support CHIME FOR CHANGE projects through the sales of five designated iconic Gucci fragrances. Through a unique donation code in each product, consumers will be able to help improve the lives of girls and women by choosing to support projects promoting Education, Health or Justice. You are encouraged to redeem the donation codes online and to share their involvement, by spreading the message of the campaign across.
Founded by Gucci in 2013, CHIME FOR CHANGE raises funds and awareness for girls’ and women’s rights globally. The campaign is co-founded by Gucci Creative Director Frida Giannini, actor Salma Hayek Pinault and singer Beyoncé Knowles-Carter, aiming to unite the voices speaking out for girls and women around the world, promoting the key pillars of Education, Health and Justice. CHIME FOR CHANGE is powered by Catapult, the first crowd-funding site where people can make real change happen for girls and women. Catapult was selected as a strategic partner to ensure transparency, accountability and measurable impact, by allowing CHIME FOR CHANGE community to choose exactly where their donations go and to track the results of their contributions on http://www.chimeforchange.org/.
Each consumer has the power to change lives. For example, one voucher code can provide the following:
- 2 days of education, daily nourishment and primary healthcare for a student in Kenya.
- Tetanus vaccines for two pregnant mothers and their unborn children in Cambodia.
- A trained paralegal to woman denied legal rights in India to complete and process critical paperwork so she can obtain the title to her family land.
Joanne Crewes, President of P&G Prestige, producer of Gucci Parfums, and CHIME FOR CHANGE Advisory Board Member, teamed up with Giannini to create the Gucci Parfums donation program. Here’s what both of them have to say about the campaign.
We are so proud to participate in this life-changing program, said Crewes. It was important for Gucci Parfums to join forces together and support the CHIME FOR CHANGE movement. We are engaging consumers and lovers of Gucci fragrances to help us on our mission. When a consumer purchases a Gucci fragrance, she or he finds a unique code on the pack. That code is entered on www.chimeforchange.org and the purchaser can decide where the donation goes: Education, Health or Justice. Consumers can instantly share their contribution on social networks and follow the impact of the donation.
Joanne Crewes, President of P&G Prestige, producer of Gucci Parfums, and CHIME FOR CHANGE Advisory Board Member
A focus on girls’ and women’s empowerment exists throughout Gucci’s DNA: from our parent company Kering, through our Executive Leadership and employees, to our customers and partner organizations. We are grateful that Gucci Parfums has joined the CHIME FOR CHANGE coalition in such an important way through this initiative. We believe strongly in the power of collaborative partnerships and are inspired by the possibility of engaging broadly with the Gucci Parfums audience. It is our hope that through CHIME FOR CHANGE, the voices calling for change for girls and women become so loud that they cannot be ignored.
Frida Giannini, Creative Director of Gucci and Founder of CHIME FOR CHANGE
The faces of Gucci Parfums — Blake Lively, Evan Rachel Wood, James Franco and Chris Evans — join a long list of international celebrities personally supporting this project including, Madonna, Jennifer Lopez, Florence Welch and John Legend.
Actor Blake Lively, the face of Gucci Première, says, “I am very excited that Gucci is giving back, not only through CHIME FOR CHANGE, but also through Gucci Première. I want to get involved in causes I believe in, and I know so many others that want to also get involved, but it’s hard to know how. Often, it’s through big organizations and you don’t know exactly where your money is going or what effect you are having. With CHIME FOR CHANGE, you can really see the difference you’re making.”
Actor Evan Rachel Wood, the face of Gucci Guilty, says, “I think it’s great that CHIME FOR CHANGE and Gucci fragrances have teamed up. Obviously as a woman it’s a cause that hits very close to home. Not only women should support this, but everyone. I think part of the point of the campaign is to not treat people differently because they are a man or a woman, but to treat people like they are human beings and with equality. Everyone deserves the same kind of opportunities and treatment.”
Here are the participating Gucci fragrances for CHIME FOR CHANGE Campaign 2014.
Flora by Gucci: Inspired by Gucci’s iconic Flora pattern, created for Princess Grace of Monaco, Flora by Gucci is the scent of feminine glamour and sensual sophistication, and is rooted in an Italian olfactory world.
Gucci Guilty pour Femme and Gucci Guilty: for the young, audacious and discerning iconoclast, Gucci Guilty suits a contemporary rebel – the very scent of defiance.
Gucci Première: celebrating the star in every woman, Gucci Première combines strength, power and presence with sensual femininity, because every woman deserves her red carpet moment.
Gucci Made To Measure: for a worldly, refined and astute man who appreciates the very best and whose consummate attention to detail and authority in matters of taste mark him out as a genuine, distinctive connoisseur.
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