Lottie London has collaborated with Warner Bros. to launch a Vampire Diaries make-up collection that will accept blood donation as payment for the Love Sucks range.

The ‘Blood for Beauty’ campaign was created by Lottie London in response to UK blood banks experiencing a national shortage.

According to a NHS report, one million more blood donors are needed in the next five years to ensure patients receive the right type of blood to save and improve their lives, with a particular need for Black African, Black Caribbean and younger donors.

The make-up brand sees these statistics as an opportunity to encourage its ‘core’ Generation Z demographic to ‘take action’.

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“Since blood donations are urgently needed to help the blood banks who are experiencing a national shortage, Lottie London has announced a way to help solve that problem – giving away products for your blood.” Lottie London said.

The campaign will roll out throughout October 2022, with makeup fans urged to share proof of the blood donations on social media sites TikTok and Instagram.

“For consumers to sink their teeth into the new Love Sucks collection, they must share an image of themselves at a blood donation site on Instagram tagging @lottielondon or on TikTok tagging @mylottielondon and use the hashtag #BloodForBeauty during October,” the brand added.

“Donors will be contacted directly by Lottie London, with details of how to receive the collection whilst supplies last.”