CSR: Color That Cares

Photo Credit: Danny Moloshok/Newscast

Corporate social responsibility isn't just a fad - it's the new way of conducting business. Companies need to take responsibility for their impact on society and the environment in order to create a sustainable share in the market. The latest company to flaunt it's CSR initiative is beauty giant Sally Hansen.

For this year's big event, Sally Hansen teamed up with DKMS to create Color that Cares. The event took place on June 10 in Hollywood and asked the public to help help Sally Hansen set the Guinness World Record for the most nails shaped and polished in eight hours. Celebrity supporters, like actresses AnnaLynne McCord and Michelle Trachtenberg, were on hand to raise awareness of the event.

"When you come in and get a manicure, you get swabbed and could end up becoming a real-life donor," explained Michelle.

Color That Cares was a perfect initiative for a beauty company like Sally Hansen to organize. Best known for their extensive nail polish collection, Sally Hansen's event tied in with their brand, raising the profile of their company and the need for bone marrow donors. The publicity from the celebrities helped garner attention in entertainment publications, and mainstream media also picked up the story. All in all, a CSR win for Sally Hansen.