It seems that most business-to-business companies who sell products or services spend 90% to 95% of their marketing and communications budgets on enhancing their “image” or generating more sales leads and only 5% to 10% of their budgets on turning known prospects into customers. You can boost sales without spending more money, by working with the leads you already have. This is the wrong approach.

Campaign for 2012 launches on March 2, featuring two new products signed by Ricky Martin and Nicki Minaj. As always, Viva Glam campaign will offer trendy new products which are going to be available for purchase for the rest of the year. All of the proceeds from the sales of Viva Glam products are directed towards people who are living with HIV/AIDS all over the world. Since launching in 1994, the campaign raised $224 million for the cause. The $14 lipstick and lip conditioner, offered this year, are named.

Viva Glam Ricky is a clear shade of MAC’s classic lip conditioner, which now comes in a special package signed by the famous singer. Viva Glam Nicki is a bubblegum pink shade of lipstick. Promotional campaign is done by famous photographer David La Chapelle who took a photo of the couple posing by the motorcycle with a giant lipstick.

Ricky Martin Macarena

Nicki Minaj (Getty Images) Last night, we watched a group of young women get down to Missy Elliott’s music as they waited for a newer rap diva to appear. Nicki Minaj, fresh off a not-widely-appreciated exorcism/performance at the Grammys, and Ricky Martin, fresh off something, were to appear in order to promote MAC’s “Viva Glam” line of cosmetics, which benefits people living with AIDS. The crowd included Kelly Osbourne, recognizable by her shock of lavender hair, and Christian Siriano, the designer who’d previously dressed Ms. Examining the difficulty of crossing from reality-TV fame to fashion world repute.

Ricky Martin Macron

“Every season you get better and better,” said Mr. Siriano to us, Sphinx-like, when we asked if he’d achieved the approval of the cognoscenti with this year’s collection. Would Mr. Siriano ever do TV again? “As long as it would be something that would represent my brand well,” he told us. After speaking to Mr. Siriano, we attempted to leave the venue for five minutes, but were forbidden to leave–Nicki was on the red carpet!

In a burst of dry-ice fog and strobe lights, Nicki Minaj and Ricky Martin appeared–the stage rotated to reveal the pair posing with a motorcycle. “We all know someone with AIDS–it affects everyone,” said Ms. Minaj, after shouting out the fan army, the “Barbies,” some of whose number was in attendance.