Wakeup Cosmetics Milano supports research against coronavirus
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Wakeup Cosmetics Milano supports research against coronavirus

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By now it seems pretty much clear that the COVID-19 pandemic will have serious repercussions on various areas, both for individuals and communities, involving the whole society and compromising its activities. Even though the idea of a fast recovery – not only from an economic point of view, but also a psychological one – had to be put aside, it’s at times like these that acts of solidarity can bring hope and help find again faith, which could be struggling in such a difficult and unprecedented situation.

Corporate Social Responsibility, often used in the past by companies in a merely rhetorical way to seek approval and improve their image among purchasers, is experiencing a renaissance through real and crucial actions meant to support the fight against the virus. A recent, commendable example is the initiative launched by an MKS Milano Fashion School partner, namely Wakeup Cosmetics Milano, the new Beauty Brand born in Milan under an innovative philosophy according to which the innate beauty of every woman can bloom with the right makeup.

The project involves donating one euro to Fondazione Humanitas per la Ricerca for each product purchased by 31 May on Wakeup Cosmetics Milano official website or in one of its Milan stores located in via Torino 19 and in corso Buenos Aires 16. This means that, just by buying even one of the 400 items in its made in Italy selection, each one of us can contribute to reaching a very specific goal: to found the work of this important scientific institution that is continuing its research efforts against the new virus.

«We want to raise people’s awareness on the importance of scientific research and convey a message of confidence, positivity and will to start again, difficulties notwithstanding,» explained the general manager Gianluca De Nicola, adding that this is meant to be «an important gesture of solidarity and responsibility towards all the people fighting every day against this virus, in the belief that they will manage to defeat it and allow us to go back to our lives, with the necessary precautions, all together.»

The very same Roberto Cagliero, the fundraising manager of Fondazione Humanitas per la Ricerca, praised the initiative: «Decisions such as Wakeup Cosmetics’ one allow us to be optimistic in our battle. The funds collected will support our scientists and researchers involved in several studies facing the critical issues and questions raised by this unknown virus».


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