Please allow me to preface this post by saying I typically don't like to go on a negative rant on Style IT. It's just not my style. However, when I see suspicious copy attempting to convince me to purchase a product for a cause, I become wary.
Nothing against Jerrod Blandio, his sister Lisa or the Too Faced Love Lisa Melanoma Research Foundation Grant, but what exactly is a "huge portion"? I have no problem with an additional $5 being added to the purchase price of my favorite product for charity, or even purchasing this $16 chapstick from Sephora to support a good cause. However, nothing is more shady than a company trying to convince me with deceptive words attached to a cause.
On a separate note, when Googling for the Too Faced Love Lisa Melanoma Research Foundation Grant, no results return. In fact, the only relevant result appears to lead to a charitable page on the Too Faced website - but when you click the result, the page returns a 500 error.
What should brands learn from Too Faced? Do not try to sway your customer by using arbitrary words like "huge", especially when attached to a cause, in an attempt to persuade a customer to purchase a $16 tube of chapstick with a cute charm.
