ShopRite and Procter & Gamble's Pantene are putting a digital spin on their annual cause effort soliciting hair donations for children suffering from medical hair loss.
For the past few years, the brand and retailer have staged in-store, hair-donation events to benefit cancer patients as well as children suffering from medical hair loss (see “Related Updates” below). Due to COVID-19, the partners decided to solicit donations virtually this year via an Aug. 31 Facebook Live event featuring Locks of Love president and founder Madonna Coffman and celebrity stylist Takisha Sturdivant-Drew. The event shared hair tips and tricks and directed shoppers to shoprite.com/helpkids to request a postage-paid hair donation envelope to mail their tresses to Locks of Love, which provides free hair prostheses to children suffering from long-term medical hair loss and whose families can’t afford to purchase a wig or hairpiece. Similar to previous years, Pantene will donate $50 (up to $11,000) to the charity for every ponytail donation made from Aug. 30 through Oct. 24.
After the donation period, Sturdivant-Drew will host a Nov. 11 virtual party to celebrate all the donors and reveal a special gift that all donors will receive. ShopRite plugged the Aug. 31 virtual event with a feature in its Aug. 28/30 circular promising shoppers $3 off the purchase of three eligible Pantene SKUs and containing a QR code directing shoppers to shoprite.com/helpkids. An Aug. 24 Twitter update from the retailer also supported.
“For four years running, our ShopRite customers and associates have come together with Pantene and P&G to help children in need. These hair donations give children suffering from illness and hair loss an important sense of normalcy,” said Jeffrey Mondelli, vice president of pharmacy and health and beauty care for ShopRite, in a media release. “While the pandemic has changed many things this year, Locks of Love and countless young people struggling with illness and hair loss still need hair donations. That’s why we felt it was important to do a virtual program and encourage donations to Locks of Love.”
ShopRite regularly partners with Procter & Gamble on cause efforts. Most recently:
- P&G pledged to donate $2 (up to $40,000) to ShopRite's "Partners in Caring" hunger-fighting program every time a social media post uses the hashtag #PGBeProActive.
- P&G’s Head & Shoulders pledged to donate $1 to the Wounded Warrior Project (up to $10,000) for every virtual plaque created to thank a veteran via a web page within shoprite.com from July 5 to Aug. 29.