New Killer Smokey Looks To Be Unveiled At The Launch Of New Cosmetics Range Ash

A hot new cosmetic range, ASH, is set to take women by storm at its inaugural showcase at VivoCity in Singapore from October 21-25, 2009. The latest five-piece ASH cosmetics range aims to redefine beauty by creating the smokey complexion that will give women the killer looks!

2 Designed to look like the launch of a new cosmetics range, ASH is a new initiative launched by the Health Promotion Board as part of its Fresh Air For Women (FAFW) programme to target the increasing trend of women smokers in Singapore. According to the National Health Surveillance Survey, there has been an increase in the number of female smokers in the age group of 18 to 29 years smoking daily. It has risen from 3.6% in 2001 to 9.1% in 2007. The most common reasons for picking up smoking is for relaxation, stress relief or simply a way to help cope with problems.

3 Through the ASH campaign, we hope women smokers will think about why they would put over 4,000 chemicals into their body, when they won t put cigarette ash on their face. At the ASH launch, women will see how smoking impacts their skin, teeth, nails and overall appearance which they might not have noticed before, says JoAnn Taylor, Deputy Director of Health Promotion Board s (HPB) Substance Abuse Department, Adult Health Division.

4 Studies have shown that smoking is a primary factor that causes premature ageing and the formation of wrinkles on the skin, due to the degeneration of collagen within the epidermis. Smoking can cause the development of wrinkles around the eyes and the lips and makes the cheeks look sunken. Smoking also gives the skin a dull yellowish-grey appearance making it look less youthful .

5 Having gone through a four month smoke-free journey, I would have to say that quitting smoking is the best decision that I have made so far. Being a radio deejay and a singer, my job is dependent on my voice. It was no easy feat in the beginning, but with the support of my fans and loved ones, I managed to kick my 10 year habit, says Fresh Air For Women Ambassador and 987 deejay, Vanessa Fernandez.

6 Another Fresh Air For Women Ambassador and Business Executive, Erwayne Winnie Jang, said, I think that this initiative serves as a good wake up call for beauty conscious women smokers. Personally, I gave up smoking after learning about the harmful effects that smoking could potentially have on my skin. I figured, why spend so much money to harm your skin in the first place and pay even more to repair it? 

7 To further substantiate the degeneration of one s beauty through smoking, visitors can try out the REVEAL photo taking booth that is equipped with a special software which digitally alters the photo to illustrate one s complexion at the age of 60, with and without the effects of smoking.

8 Those who wish to quit smoking can enjoy a free consultation provided by Guardian pharmacists. Sponsors such as Pfizer and Johnson & Johnson will be setting up booths at the roadshow to showcase the various quit smoking aids available to help people in their journey in quitting smoking. Other sponsors are Leonard Drake, Sasa, D'NIC Image Consultancy, Kimberly Clarke and True Yoga.

9 A number of stage segments, provided by sponsors and HPB, will take place throughout the five day launch from noon to 9 p.m. These will include live makeup demos to illustrate the deterioration of the skin by smoking, popular dance moves, yoga demonstrations and interactive quizzes for visitors. After its inaugural exhibition in VivoCity, the ASH cosmetics showcase will move to various parts of Singapore to extend its reach to more women.

About Fresh Air for Women (FAFW)
The Fresh Air for Women programme aims to empower women all over Singapore with the confidence and strength to adopt a smoke-free lifestyle and quit smoking. FAFW provides women smokers with tips on how to manage their cravings during their smoke free journey and provides advice so the quitting process seems less daunting.

FAFW is not just for women who smoke, but also for people who want to help their loved ones quit smoking. FAFW believes in the importance of a good support network that friends and family can provide when their loved ones are trying to knock the habit. The support and encouragement of friends and family can be enough to keep people who are trying to quit on the right path during times of weakness when they are tempted to smoke.

Information Sheet
1) ASH Product Display
Promoter girls will be stationed here to showcase what the makeup ash is truly made of and talk through the effects of smoking on beauty
There will be:
Product displays of ASH products (filled with actual cigarette ash)
Posters communicating what ASH products offer (i.e. the harms of smoking)
Posters showing the effects of smoking on beauty
2) REVEAL
Some may never believe it till they see it with their own eyes. To further substantiate what smoking does to one s beauty, visitors to the booth would be photographed using the REVEAL software to show them how they would look at aged 60 with and without smoking.
3) Quit Journal Sign up
Visitors can drop their details to pledge their interest to Quit Smoking at this corner and will be given a free Quit Guide and Quit Journal to aid their Quit Journey. The quit journal has been specially designed for the ash launch.
4) Quit Consultant
A Quit consultant from Guardian will be present to provide one-to-one counseling.
5) Your Encouragement Goes a Long Way
For those who aren t smokers, they can show their support to their smoker friends to encourage them to kick the habit now.
Blank postcards, along with stickers and pens will be provided here, urging them to inject their creativity and sincerity into these self-created DIY postcards.
For those who want to mail the postcards to their friends, the postcards can be dropped into a mini mailbox and the postcards will be posted out free of charge!
6) Sponsor Booths
Sponsors will be taking up booths to create awareness of the various medication and quit smoking aids available for those wishing to adopt a smoke-free lifestyle. They will also showcase the various beauty and health alternatives available to help women lead a healthy lifestyle that enhances their beauty.

The main sponsors are:
Pfizer
Johnson & Johnson
Other sponsors are:
Leonard Drake
Sasa
D'NIC Image Consultancy
Guardian
Kimberly Clarke
True Yoga
Stage Segments
Stage segments will take place at noon on Wednesday and the weekends and in the evenings throughout the five days.

There will be:

Make up demo of ASH
Free Beauty Makeovers
Popular Dance Moves
Yoga Demonstrations
Interactive Quizzes
Morita. A., Torii K, Maeda A, Yamaguchi Y. Molecular basis of tobacco smoke-induced premature skin aging. http://www.ncbi.nlm.nih.gov/pubmed/19675554?ordinalpos=6&itool=EntrezSystem2.PEntrez.Pubmed.Pubmed_ResultsPanel.Pubmed_DefaultReportPanel.Pubmed_RVDocSum <14 October 2009>