Thousands of products have been donated to hospitals thanks to these well-connected writers and editors:
Author:Dhani MauPublish date:Apr 16, 2020In mid-March, Vox editor Julia Rubin got a text from her medical resident friend explaining how her protective masks were ruining her skin and asking if she knew of a way to get a discount from a beauty company. Rubin sent a screenshot of the text to New York-based beauty reporter Cheryl Wischhover , asking if there might be a way to mobilize the beauty community.
Before establishing her career in beauty, Wischhover was a nurse and knows firsthand, to some degree, what today's frontline workers are dealing with: "What I can tell you about PPE is I have worn it; it is not comfortable to wear just for a couple of hours. To wear the level of PPE that these healthcare workers have to is beyond anything I've experienced; I can't imagine how uncomfortable it is on every level.
When Jennifer Barthole, Senior Fashion Editor at Shape, began working from home last month, brands began reaching out and offering to send her care packages. "After receiving a few, I started to feel uncomfortable that I was the one being pampered while the essential workers — particularly in healthcare — were fighting on the frontlines," she tells me over email.
As with Wischhover and her team's experience, the response was overwhelming. "People were sending me heartbreaking messages about the toll of working in hospitals day in-and-out and how exhausted they were," she says. "I decided to expand the initiative, giving it the name Sneakers For Heroes, and quickly doubled my list of brand outreach. What started as a list of 50 recipients grew to 400 names.
Barthole and Wischhover both acknowledge that beauty products and sneakers may not be as vital as the PPE so many healthcare workers still lack, but their efforts have not gone unappreciated by any means. Something else that's surprised her : "Very few of these brands have looked at this as a PR opportunity," she says. In other words, they're sending product without looking for anything in return.
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