How important is it to improve the image of these two companies? Would this promotion do so? 

Clarins has put a new spin on these offers with what it calls "gift with purpose".  Buy two Clarins items at Macy's and you will receive six trial-size products and the company will pay the United Nations World Food Program enough for 10 school meals. Because so many cosmetic companies do gift-with-purchase offers, it is difficult for anyone company to stand out from the crowd. That is Clarins 'goal with this offer. The company hopes that cosmetic buyers, many of whom are women with children, will find this opportunity to feed children particularly compelling. Says the Macy's vice president for national media relations and cause marketing, "With no energy or lift on the customers' part, they get this really feel-good element with the shopping experience."