Eau Thermale Avène tackles eczema and bullying with new campaign

Skincare brand Eau Thermale Avène is launching a charitable initiative with a dual mission this fall, in honor of Eczema Awareness Month and National Bullying Prevention Awareness Month.


The brand is launching a ‘Kindness Is Power' initiative in support of the ‘KIND Campaign' -- a multi-platform anti-bullying movement. From now until the end of October, Avène will donate 100% of the proceeds from the sale of its specially designed ‘Kindness is Power #AveneHope' tote bag, Avène Thermal Spring Water and a selection of Avène XeraCalm A.D Lipid-Replenishing skin care products to the platform.

The campaign was inspired by the story of Carissa Chilson, a 12-year-old eczema patient from Texas, who had been battling severe eczema since infancy, and who consequently endured years of being teased about her condition. According to the brand, it was only after receiving years of dermatological treatment at the Avène Hydrotherapy Center in the South of France that Carissa's condition began to improve, boosting her self-confidence in turn.

"In honor of Carissa's courageous battle against both the physical and emotional trauma she endured, Avène expands its groundbreaking #AveneHope program to support the KIND Campaign," a press release from brand states. It has also taken to Instagram to share a short film in which Carissa shares her story in her own words.
Avène's thermal spring facility was first built in 1743, but it was not until 1990 that a skincare range created using Avène thermal spring water was created.

‘Kindness is Power' is the latest high-profile charitable campaign backed by a beauty brand over the past few months. In September, Hollywood star Matthew McConaughey designed a limited edition facial cream for skincare brand Kiehl's to raise funds and awareness for ‘Autism Speaks,' while August saw US brand Tarte Cosmetics tackling the problem of online bullying alongside the Tyler Clementi Foundation, with its own positive social media kindness campaign.
 

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