Beauty at society’s service: How a commercial product can evolve into a pivot of corporate social responsibility
Corporate social responsibility is one of the most significant forms of self-regulation in the contemporary business world and a communication practice that aims to contribute to societal goals.
Moderator
Grigoris Vallianatos, Political Scientist
Experts
Katerina Kiassou, General Manager, Mac Cosmetics
Marie Halaka, Fundraising / Strategic CSR Development
Aikaterini Stavrianea, Assistant Professor of Advertising, Communication & Public Relations, UoA
Corporate social responsibility is one of the most significant forms of self-regulation in the contemporary business world and a communication practice that aims to contribute to societal goals. But how can a consumer product have a positive social impact and offer solutions and relief to vulnerable social groups against social exclusion? MAC Cosmetic Viva Glam lipstick is the best example of this. Since 1994, the total sales of Viva Glam worldwide, resulting in more than 500 million dollars, has been allocated to finance 1,800 society-friendly organisations with public benefit actions, in Greece and around the world. Viva Glam's best practice proves that products alone can make social impact as part of a broader corporate strategy and culture.
Why do you think consumers’ interest has turned in favour of companies that have a social action and contribution?
How do you choose your actions and practices? What are your criteria and motivations?
What do we need to know about the action of Viva Glam that hasn’t been widely known already?
What are your future plans?
What have been your biggest influences on the course of your brand?
Do you think that corporate social responsibility is a trending phenomenon which aims at the biggest possible profit of companies or is there a true meaning and essence behind this policy?
What do you think about the evolution of corporate social responsibility policies in the future?
Can you spot any difference in people’s response to viva glam products compared to the rest of Mac Cosmetic?
What are the differences between the Greek market and the global one?
Grigoris Vallianatos was born in Plaka, Athens, in 1956. He studied political science in Athens, Paris, Boston and London. He used to sing and dance from a young age, in his home and in the choirs that followed. He was also stubbornly involved in artistic gymnastics and sports. He is a communications consultant and journalist specialising in the media, in which he has been working since 1985. He loves civil society and he’s involved in initiatives related to human rights and freedom.
Katerina Kiassou studied Marketing, Management and Finance. Almost at the same time as graduating in 1999 she started working as a Product Manager at Estee Lauder, a position she held until 2001. In 2001, Mac Cosmetics made a dynamic debut in Greece and Katerina Kiassou became the Marketing Manager of the brand for the next 3 years. In the years 2004-2009, she was promoted to Regional Marketing and PR Manager at Mac Cosmetics. From 2010 to 2021 she served as Regional General Manager of the brand while since 2022 she has expanded her supervision to the brands Bobbie Brown and Smashbox, being the Regional General Manager of MU Cluster.
Aikaterini Stavrianea is an Assistant Professor at the National and Kapodistrian University of Athens, Department of Media and Communication and an Adjunct lecturer at the Hellenic Open University. She holds a BA from the National and Kapodistrian University of Athens, an M.Sc. in Integrated Marketing Communications from Northwestern University, Chicago, IL, (U.S.A.) and a Ph.D. from Athens University of Economics and Business. She teaches marketing management, advertising and public relations, digital and strategic marketing at undergraduate and postgraduate levels. She has published numerous articles in international journals and proceedings and her research mainly focuses on marketing communications, CRS, customer experience, consumer behavior and loyalty. She also has extensive professional experience as head of corporate communications and marketing at leading private organizations in Greece and in the U.S.A. Aikaterini Stavrianea can be reached at: aikstavria@media.uoa.gr.
In 2012, when Greece was rocked by an unprecedented economic and social crisis that left 35% of its population at risk of poverty and exclusion, Marie Halaka abandoned a successful executive career to join forces with the humanitarian organisation PRAKSIS. Today, she is Director of Fundraising and CSR Development Strategy at the NGO PRAKSIS and combines her previous extensive professional experience with the ongoing challenges of supporting vulnerable populations embraced by PRAKSIS.
Aiming at the implementation of humanitarian programs, she builds excellent collaborations with institutions and agencies but also with Greek and international companies, bridging and creating synergies that incorporate innovative
practices and ensure coordination between partners.
Marie Halaka was born in Panama in 1966 and speaks French, English, Spanish and Greek. She is the mother of two sons. She holds a Baccalaureate (Lettres et Philosophie), a degree in Business Administration and Marketing. She has been trained in Conflict Negotiation (Harvard Kennedy School of Government) and in Professional Fundraising at the Lilly School of Philanthropy, USA. In the past, she has served as Commercial Director for 12 years, developing strategic partnerships in Greece and abroad. She has participated in many lectures on CSR, fundraising and skills development for young NGOs and works as a speaker at the Higgs Bootcamp.
