The appeal came as Roddick (pictured with MTV Networks vice-chairman Bill Roedy) launched a Body Shop perfume designed to raise money for HIV and AIDS prevention campaigns. The retailer has joined forces with MTV to promote the co-branded Rougeberry perfume and aims to raise US$500,000 (£253,228) during the two-month campaign. The profits from each£8 bottle of the scent -£4.50 - will be donated to the Staying Alive Foundation, which educates young people about HIV and AIDS prevention worldwide.
This launch is the latest sign of the growing importance of ethical issues in retail. Last week, Marks & Spencer said it would spend£200 million becoming carbon neutral within five years and Tesco also unveiled an ambitious programme.
Roddick said it was the 'responsibility' of businesses to contribute their skills to disseminating information about environmental and global concerns.
'It would be phenomenal if other businesses could find strategic partnerships,' Roddick said. 'Who sells better than a business? People in corporations want to be engaged in something that improves the world. Businesses are the most effective foundations in society.'
MTV will support the perfume launch by airing Spray To Change Attitudes, an ad campaign to promote the perfume alongside the HIV and AIDS awareness cause. The campaign will also appear in 2,067 Body Shop stores in 44 countries.
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