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She explains that her company was "a cause looking for a product," contrasting with brands that first identify a product and then seek causes to associate with it. Her aim was to create a product that carries a meaningful message, using the lip balm as a vessel to promote social consciousness.
Beyond Business: A Conscience and Catalyst for Change
Skin Is Skin assigns a larger purpose to its product. Beyond taking care of lips, it functions as a "big job of being your conscience." This dual role underscores Wade's belief that brands can influence culture and societal attitudes more powerfully than traditional NGOs or nonprofits. She sees brands as potent tools for cultural change because they engage consumers, inspire them, and build a shared identity over time.