At Singapore Women’s Association, we believe in creating innovative partnerships that combine purpose with passion. Our collaboration with Metro (Private) Limited for their National Lipstick Day campaign exemplifies how progressive retailers can integrate meaningful social impact into their brand experiences. The “Beauty for Good” campaign, held from 25 to 31 July 2025 at Metro Paragon Level 2, demonstrated how creative retail partnerships can generate genuine community benefit while advancing corporate ESG objectives.
Metro’s “Beauty for Good” campaign featuring surprise lipstick bags with 100% proceeds supporting SWA’s community programmes
Partnership Impact and Community Response
As the beneficiary organisation for Metro’s National Lipstick Day initiative, SWA witnessed firsthand how purpose-driven retail campaigns can resonate with conscious consumers. The campaign featured specially curated surprise lipstick bags priced at $30, with Metro (Private) Limited - A Subsidiary of Metro Holdings Limited generously pledging 100% of proceeds to support our community programmes. Despite the campaign’s focused one-week duration, over 100 blind boxes were sold, demonstrating strong consumer appetite for retail experiences that combine luxury beauty with social impact.
This partnership showcases Metro’s commitment to advancing their ESG goals whilst creating meaningful customer engagement. The campaign successfully integrated premium beauty brands including Burberry, Tom Ford, Gucci, Lancôme, Shiseido, and others, proving that luxury retail and social responsibility can work harmoniously to strengthen brand equity and community connection.
Our Collaborative Model
This retail partnership reflects our approach to corporate collaborations. Just as we’ve successfully worked with organisations like Symrise Asia Pacific Pte Ltd on Project Rebuild and PetroChina International (Singapore) Pte. Ltd. on our Lunar New Year celebrations, we understand how to create partnerships that deliver authentic value for all stakeholders. Whether through retail campaigns, co-sponsored events, or shared community initiatives, SWA offers corporate partners proven experience in developing collaborations that generate community impact while enhancing brand positioning and customer loyalty.
Partnership Opportunities for Forward-Thinking Corporations
For corporations seeking to advance their ESG goals while strengthening brand equity through meaningful engagements in the social impact space, SWA’s collaborative approach offers proven pathways to success. Our 71 years of community service, combined with our deep understanding of both consumer behaviour and social needs, provides the foundation for partnerships that create genuine value beyond traditional sponsorship models.
Connect with SWA
We collaborate with corporate partners to advance their ESG goals while strengthening their Brand Equity through meaningful engagements in the social impact space. Ready to explore innovative partnership opportunities that align with your corporate values and community mission? Contact us at contactus@singaporewomenassociation.org to discuss how we can create impactful collaborations together.
Metro’s “Beauty for Good” campaign featuring surprise lipstick bags with 100% proceeds supporting SWA’s community programmes