By  on March 23, 2010

LONDON — Mama Mio is about to deliver its first advertising pitch.

The British brand, which started out five years ago as a treatment line for expectant mothers and since has grown into a wider-ranging skin care label, will kick off a campaign for its Get Waisted slimming product this month.

The publicity push is linked to Look Good…Feel Better, a charity that supports women dealing with cancer. One pound, or about $1.50 at current exchange, from every bottle of Get Waisted sold in Debenhams department stores will go to the organization, which also will be mentioned in Mama Mio’s posters.

“We’ve always felt that if you feel good about yourself, you look better,” said Sian Sutherland, one of the brand’s founders, adding the aim of the advertising campaign is to raise awareness of both Mama Mio and Look Good…Feel Better. “This is just the start. We see this as a long-term relationship.”

The project came about following a meeting between Sutherland and Jo Smith, sales and marketing director of the Baber Smith advertising agency, both of whom agreed that confidence in one’s looks can impact a person’s life for the better. For that reason, they decided on a realistic — if tongue-in-cheek — bent for the ads.

Photographed by Laura Pannack, one visual, for instance, portrays model Simone Bendix sporting legal attire — a wig and robes, which have been cropped to reveal her midriff. “Simone is 42 and has two kids and she has not been airbrushed,” said Sutherland. “We didn’t want to fall into the trap of airbrushing.”

“She’s a real woman,” said Tanya Mackay, who, with Sutherland and Kathy Miller, founded the brand.

The campaign will hit as posters this month later and will appear as single- and double-page ads in magazines. A cinema ad and viral campaign, which centers around a singing bellybutton called Belle, is also in the works.

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