The Body Shop and MTV will start the New Year with the launch of The Body Shop and MTV Rougeberry edt as part of the Spray To Change Attitudes Campaign. Profits will go to MTV's Staying Alive Foundation to benefit HIV awareness programmes for young people, who number among half of all new HIV infections.
The foundation provides grants to support young people in areas where AIDS hits hardest through The Staying Alive Awards, and is committed to fighting stigma and improving education to help prevent the spread of HIV. The launch of the fragrance marks the largest multi-platform campaign and is expected to reach more than 1.3bn people globally through all MTV channels.
An original artwork by graffiti artist Sarah Howell will be auctioned for the Spray To Change Attitudes campaign. Howell aimed to create an image that was bright, striking and relevant, commenting that, “This collaboration with MTV and The Body Shop was very important to me as I feel we all need to do more to create awareness about AIDS”.
The Rougeberry fragrance opens with notes of raspberry, tangerine and apple with a heart of heliotrope, rose, violet and peach. The base is composed of musk, amber, cedarwood, sandalwood, vanilla and sugared almond to create a scent designed to be unmistakeable and vibrant. Rougeberry can also be coupled with fragrances in the Invent Your Scent range from The Body Shop.