GOOD CAUSE: The Body Shop and MTV kicked off their Move Your Lips campaign to raise awareness for HIV and AIDS on Thursday with an event at The Body Shop at New York’s Grand Central Station, where the campaign’s spokesperson, R&B singer Estelle, was on hand. As part of the effort, which targets people under 25 years old, The Body Shop will introduce a limited edition Guarana Lip Butter for $8. From every lip butter sold, $5 will go to The MTV Staying Alive Foundation, which helps fight the stigma and discrimination associated with HIV and AIDS and educates people on protective measures against the disease. “This is a very important cause because it helps promote awareness about disease,” said Estelle. “It’s about protecting yourself and educating others about taking preventative measures.” MTV and The Body Shop have raised about $860,000 for the Staying Alive Foundation to date.
DOVE’S LATEST REEL: As the next phase of the Campaign for Real Beauty, Dove has partnered with MTV to create “Fresh Takes,” a microseries aimed at women in their 20s featuring the new line Dove Go Fresh and starring Grammy-winning artist Alicia Keys. “This campaign is aimed at today’s real-life twentysomething women who feel pressure — all intensified by a critical inner voice — to pursue and attain a success before turning 30,” said Kathy O’Brien, Dove’s marketing director. “The series stars Alicia Keys and uses entertainment and humor to give viewers a look at three twentysomething girlfriends as they put their everyday pressures in a fresh perspective.” Dove has partnered with MTV and developed mobile and online components. “Fresh Takes,” which premiered last week on MTV’s “The Hills,” is broadcasting three-minute episodes nationwide over a five-week period from March 24 to April 21. In addition, Dove Go Fresh is reaching young women in other ways with strategic media partnerships with print and online entities, including social networking sites like Facebook. The advertisements feature fun images, and clever tag lines such as: “All the liquid courage you need,” and “No girl should need a guy to get that tingly-all-over feeling.”
STRESS FREE: To help promote Johnson & Johnson’s Melt Away Stress line of adult skin care products, the company has partnered with Glam Media to launch on Wednesday a new online campaign and microsite, http://www.JohnsonsForYou.comEscape. The site will include videos featuring stress expert, Dr. Michelle Callahan, and Ana Ortiz of “Ugly Betty,” who will talk about how to relieve stress. To raise brand awareness, the company aims to create an interactive way to tap consumers’ attention with user-generated content, contests and a getaway sweepstakes. The launch also ties in with the recent launch of Melt Away Stress Dreamy Night Cream.