Almay is revving up the engine on its newly launched Simply American campaign.
The brand will support the effort, which launched in January featuring Carrie Underwood, with a bus tour across the U.S. and a newly formed philanthropic partnership with the United Service Organizations Inc., a nonprofit that supports military service men and women.
Jill Krakowski, vice president of marketing for Almay, said the brand will make an initial donation to the USO of $250,000 to support military women returning from service. Almay will play up the partnership on social media, encouraging consumers to show their support for military women by posting photos showing their American spirit using #SimplyAmerican. For every “like” or share on social media Almay will donate an additional $1 to the USO up to $10,000.
Next month, the brand will kick off a mobile tour with a bus dubbed “The Almay Simply American Experience.” It will begin in Manhattan on May 15, and include stops at major events such as NASCAR races, food festivals and state fairs until ending in early October at the Austin City Limits music festival. Four stops — including the military post Fort Hood in Texas, Baltimore, Chicago and Minnesota — will focus solely on offering a VIP experience to military service women.
Inside the bus, Almay will offer makeup touch-ups and a digital photo booth. Outside, visitors can relax on Adirondack chairs and nibble on popcorn.
Almay will promote the charity component and bus tour with segments on “The View,” slated to run on April 21, and other TV programs.
The campaign aims to telecast the American Dream in a bid to woo consumers back to the brand, which has struggled in recent years and lost market share.
“We needed to create an emotional connection with consumers,” said Krakowski.