Byline: Julie L. Belcove

NEW YORK--The Ralph Lauren Fragrances division of Cosmair Inc. will become the first cosmetics company to underwrite a major AIDS fund-raising event when it sponsors the bicoastal "Race to Deliver" this fall.
Jack Wiswall, senior vice president and general manager of the Cosmair division, said AIDS is relevant to Polo Sport's customers, and a race fits into the scent's positioning as "the fitness fragrance."
"I think [AIDS is] the most timely issue of the day, and I think it needs as much attention as we can give it," Wiswall said. "We as an industry need to step up to the plate a bit more."
Wiswall said he hopes the two races, one in New York and one in Los Angeles, will raise a total of $100,000 and will become an annual event. Race participants will be charged a $20 entry fee and will be urged to get pledges from friends and co-workers.
Both races will be co-sponsored by Men's Health magazine.
The races will benefit two charities, God's Love We Deliver in New York and Project Angel Food in Los Angeles, both of which deliver free meals daily to homebound people with AIDS.
The New York five-kilometer race will take place Saturday, Oct. 1, in Central Park, and the West Coast event will be on Sunday, Nov. 13, along Sunset Boulevard. Entry forms will be available at Bloomingdale's and Bullock's stores in the two metropolitan areas.
Bloomingdale's will contribute 10 percent of Ralph Lauren men's fragrance sales from Oct. 2-8 to God's Love We Deliver. In addition, every New York race participant will receive a card from Bloomingdale's. For each card returned, the store will donate a dollar to the charity.
The two sponsors are planning an ad campaign on telephone kiosks, billboards and in trade publications. Wiswall noted that many media outlets--including radio stations, newspapers and magazines--have agreed to run pro bono spots for the race.
He said the sponsors and charities are working on a celebrity tie-in.
Cosmair has offered to pay the $20 entry fee for every employee who wants to participate in the race, and Wiswall said he hopes other companies in the industry will follow suit.

To Read the Full Article

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus