High-end fitness company Equinox has put a new spin on its acclaimed “Commit To Something” campaign by crafting an accompanying collection of goods that includes two beauty products. But don’t expect these to sell like SKUs from Kylie Jenner or Fenty Beauty. In fact, they aren’t going to be for sale at all.
 
Equinox commissioned seven one-of-a-kind items—including a lipstick and a fragrance— for its “Commitment, A Collection by Equinox” collection— described as being “inspired by the passion and persistence of some of the most committed people and organizations on earth.”
 
For example, the Truth Lipstick case is made from blank newspaper pages from The Washington Post. The Truth Lipstick symbolizes the media organization's commitment to free press and journalistic integrity. The case was designed by stylist Mel Ottenberg.
 
Equinox created an “e-commerce” hub that features interactive narratives on each product. When visitors click to buy the lipstick, they are asked to “join Equinox in supporting First Amendments rights” by making a donation to Reporters without Borders by clicking on a link.
 
The scent, called Eau De Blood, Sweat & Tears was created by olfactive branding company 12.29, and is said to be infused with the actual DNA of Kathrine Switzer—the first woman to run the Boston Marathon. Housed in a bottle designed by architect Rafael de Cardenas, the fragrance is meant to symbolize Switzer's commitment to equal rights for all female athletes, according to Equinox. Clicking the buy button for Eau De Blood, Sweat & Tears prompts users to make a donation to Switzer’s foundation, 261 Fearless.
 
Equinox says it plans to hand out free samples of the unisex scent at the Boston Marathon in April.
 
According to Equinox, in an on-demand world, where “everything is a swipe away and anything can be bought if the price is right, Commitment, A Collection by Equinox was conceived to “subvert” typical perceptions of luxury—and raise awareness and funds.
 
Throughout 2018, several of the items from the collection will be auctioned off with proceeds donated to nonprofit organizations of importance to the people and organizations behind each, including Equinox's longtime charitable partners, Memorial Sloan Kettering Cancer Center and The Heroes Project. 
 
“We're living in a time where commitment has become a relative rarity, so the stories we're sharing as part of this year's campaign feel especially important as a catalyst for inspiring others to accomplish their own goals—both inside and outside the four walls of our clubs,” said Vimla Black Gupta, CMO, Equinox Fitness Clubs.
 
The products will also be displayed in select Equinox club windows nationwide as a nod to luxury retail shop displays, said the company, which operates 92 upscale full-service fitness clubs in the US, London and Canada, and plans to open hotels in 2019.