Kiehl's, the upmarket pharmacy, is not clowning around when it comes to helping kids.
Over the weekend, it introduced two ways customers can help hospitalised children - by either purchasing its new Baby Charity Book, Mother's Prescriptions for Love, or hiring its brand new baby hamper delivery service.
In both cases, $100 will go to the Foundation Theodora - an organisation that funds a group of professional artists to cheer up children in hospitals.
But CitySeen noticed that the response from some of the youngsters at the launch was not too favourable.
Though the clown doctors made most kids laugh, a couple of children were just terrified of the red noses and painted faces. Burying their faces into their mother's necks, even balloon animals didn't help.