BEVERLY HILLS, CA: California cosmetics company Alessi Skin Care has kicked off a campaign to help promote its new domestic violence foundation. The initiative aims to raise awareness about the problem and help rehabilitate victims.
Dubbed "Face Forward," the foundation, which was organized in late 2007, officially launched in January with a party at the Hard Rock Hotel in Las Vegas. The Lifetime Channel will feature the event on its March 7 episode of Top This Party. The fete was hosted by Manhattan socialite and new Face Forward spokesperson, Fabian Basabe.
This spring, Face Forward and Basabe will host a luncheon in LA, inviting representatives from local domestic violence organizations to attend and unite under the foundation's fundraising umbrella. Face Forward also plans on organizing a traveling "dream-team" of medical practitioners, including cosmetic surgeons, therapists, and internists, to visit clinics in LA and tend to victims' medical needs.
The group aims to replicate these events on an even larger scale, with a major re-launch party scheduled for sometime in the spring. Basabe will again serve as the campaign face, and the PR team will actively pitch all of the local media outlets in the cities it visits.
"In a country like this, if you are born more fortunate than others, you have to help, and Fabian wants to help," said Deborah Alessi, the co-founder of the company along with her husband, Dr. David Alessi.
Basabe, the son of a wealthy Ecuadorian entrepreneur, has offered his services for the extent of the campaign - Las Vegas marked the first of many national events to spread the word about the harms of domestic violence.
"Fabian is a nice part of the balance," added Jed Wallace of LA's Street Relations, who is representing both Alessi and Face Forward. "We're on a bit of an elbow-grease budget, but when you have little to work with, you're putting forward your most authentic image."