Almay and The USO

Almay is collaborating with the USO, and will honor the women of the US military and our veterans, and focus on the troops as they transition from service back to their communities. The brand, which will make a $250,000 contribution to organization, says the support is a key pillar in the brand’s Simply American campaign.
 
The multifaceted campaign  will have an interactive hub on www.Almay.com. Using the hashtag #SimplyAmerican, the brand is soliciting photos depicting “Simply American” moments. In addition to the brand’s $250,000 contribution, Almay will donate one dollar, up to $10,000, for every “like” or share on social media. Consumers will also have opportunity to donate online at www.uso.org.
 
“American ingenuity has always been at the heart of Almay and the brand is proud of its American heritage,” said Revlon president and CEO Lorenzo Delpani. “In joining forces with the USO, we are excited to shine a light on the face of American beauty by celebrating women of the U.S. military as well as encouraging consumers to support them.”
 
This summer, Almay is embarking on a bus tour, stopping at venues such as state fairs and other festivals to offer make up touch ups and celebrate the people, places and occasions that best exemplify the American spirit, including service women, veterans, military wives and their families.

Both the USO initiative and bus tour will be supported through custom programming on ABC TV, with exclusive check-ins airing on “Good Morning America” and “The View.” ABC will also feature an Americana-themed performance during “Dancing with the Stars”  next month.