The organisation believes diabetic women who feel better about their appearance will also be more inspired to improve their medical care. It said the campaign,'Makeover Your Diabetes', was aimed at 'Sex in The City-type females'.
The group, run by Max Szadek, former PA to singer Luther Vandross, said: 'We target women because they are the healthcare advocates of their families.'
Szadek added that because the strategy was 'not preach but pamper', participants at the events had been more receptive to the group's viral marketing.
Soul singer Vandross, a diabetic, died of a stroke last summer aged 54.