In April 2024, Vascara took a bold step in its ongoing commitment to reducing environmental pollution with the launch of the “Heart to Earth” campaign, with the primary aim of raising public awareness on protecting nature.
Timed to coincide with Earth Day, this initiative encouraged customers to “only take a bag or box if you truly need it!” As an incentive, the company offered a VND30,000 discount to those who opted out of product packaging.
The campaign, which ran across all Vascara stores within just three days from April 20 to April 22, saw over 988 customers bring their own bags, significantly reducing waste and demonstrating Vascara’s push towards a greener shopping habit.
A journey to promote green living
In fact, the “Heart to Earth” campaign is a follow-up to previous initiatives by Vascara in its years-long drive to minimize the carbon footprint.
Vascara’s commitment to environmental protection began in 2019 with the “Make A Change” campaign, which incentivized customers with a VND5,000 discount per product when they declined shopping bags or boxes. This initial effort marked the beginning of Vascara’s broader focus on reducing waste and fostering an environmentally responsible behavior among its customers.
Since then, the company has continued to refine its sustainability initiatives. From reducing packaging waste with the “Reduce” campaign to embracing recycling efforts with “Reuse” and “Recycle” initiatives in 2022-2023, Vascara has consistently aimed to minimize its environmental footprint.
A major shift came in 2023 when the company replaced plastic bags with paper packaging, further reducing reliance on harmful materials.
In the past year, Vascara has intensified its efforts regarding this endeavor through two key initiatives, including promoting green lifestyles and workshops on recycling and reusing. With the initiative on promoting green lifestyles, Vascara urged customers to recycle shoe boxes and opt out of paper packaging during their shopping experiences. The brand’s Earth Day discount program in April 2023 offered savings to those who avoided product packaging, helping to curb waste in the environment.
Meanwhile, with recycling and reusing, Vascara hosted two workshops under its “Reuse Renew” campaign in July 2023, attracting over 500 participants in HCMC and Hanoi. These hands-on events showcased creative ways to repurpose materials and highlighted the value of recycling.
Specifically, the first workshop on planting trees in recycled shoe boxes was held in Vincom Thao Dien and Vincom Royal City, teaching participants how to turn old shoe boxes into planters. Under the guidance of environmental experts, attendees of all ages crafted unique and sustainable plant containers, fostering both creativity and ecological awareness.
For the second workshop on decorating notebooks using recycled shoe boxes, Vascara encouraged participants to repurpose shoe boxes as materials for notebook covers. The collaborative atmosphere nurtured creativity and raised awareness about reusing everyday items.
A business strategy aligned with green living
Vascara’s CSR initiatives are deeply embedded in its annual business strategy. The company allocates a significant portion of its marketing budget to greening campaigns, dedicating 30% in April and 50% in July, according to Hoang Thi Bao Tram, Marketing Manager of the company.
These efforts have not only bolstered Vascara’s brand image but have also attracted valuable collaborations, such as with the vegan beauty brand Unleashia.
In addition to its environmental efforts, Vascara has been actively involved in supporting communities. The company’s Vascara brand under Global Fashion has partnered with UNICEF to provide aid to victims of typhoon Yagi, which ravaged northern Vietnam. Their donations have contributed to providing clean water, sanitation, healthcare, and education to over 5.5 million children impacted by the disaster.
By continually fostering a green, community-focused approach, Vascara is solidifying its reputation as a brand committed to making a meaningful difference. Whether through reducing waste or supporting those in need, Vascara’s efforts continue to resonate with both customers and partners, reinforcing its commitment to green living.
