On
the Summer’s Eve website, it claims to have an alliance with ‘I Am That Girl’. I
Am That Girl is a global movement inspiring girls to BE, LOVE and EXPRESS who
they are through education, content and community.
An
alliance by most people’s definition is a partnership or association that is
mutually beneficial but I don’t see that sort of relationship between the two
brands. It seems to be a little one sided; the Summer’s Eve website mentions
the alliance but there is no mention of Summer’s Eve on I Am That Girl’s
website.
I
thought maybe their alliance was really a situation in which Summer’s Eve
sponsors I Am That Girl events and gets some exposure in exchange but that
doesn’t seem to be the case either. I Am
That Girl’s event photos show not one trace of the summer’s Eve brand or
presence. They don’t even cross market
on Facebook, which is rather bizarre to me since I Am That Girl has over 65,000
fans and Summer’s Eve has under 3000 fans. It just seems like a lost
opportunity to me; their partnership could be so much more beneficial not just
financially but in terms of the outreach work they are both trying to achieve.
However,
a press release on PR Newswire in 2011 seems to show the extent of their
relationship thus far. For every 25,000 people that successfully completed
Summer’s Eve’s “ID the V” quiz, $25,000 was donated to I Am That Girl.
But on
a different note, I finally received a coupon code from Summer’s Eve worth
$1.50 off on any 2 products I purchase. I guess it’s time to go shopping…
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