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ADDING TO CHANGE: Gucci and P&G Prestige have brought former U.S. President Bill Clinton’s Clinton Global Initiative Commitment to Action on board in support of the Chime for Change campaign, which the Italian fashion company launched in February to boost a variety of women’s and girls’ causes.
François-Henri Pinault, chairman and ceo of Gucci’s parent company Kering, participated in a special strategy session at the annual CGI meeting in New York this week, which was opened by former Secretary of State Hillary Rodham Clinton.
P&G Prestige, which has a fragrance licensing agreement with Gucci, has now agreed to develop a mechanism for shoppers to “chime” in support of a particular cause when purchasing any Gucci scent. “I chime for education,” noted P&G Prestige global president and Chime for Change advisory board member Joanne Crewes, adding that P&G serves an estimated 4.8 billion people daily. “If we can motivate just a fraction of these people to join the Chime for Change movement through Gucci fragrances, we can help build momentum in the movement to drive positive changes.”
“This partnership continues the Chime for Change tradition of using creative approaches to raise funds and awareness for girls’ and women’s empowerment,” said Gucci creative director Frida Giannini. “We believe strongly in the power of collaborative partnerships and are inspired by the possibility of engaging broadly with the Gucci Fragrance and P&G Prestige audience.”
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