Online Exclusive: Beauty Goes Pink for Breast Cancer Awareness
The beauty industry and consumers join together to raise awareness and funds to fight breast cancer.
By Lisa Samalonis, Associate Editor

October is Breast Cancer Awareness Month, and beauty companies have pulled together to support the cause with awareness initiatives and fundraising products. This year Estée Lauder’s Breast Cancer

Evelyn H. Lauder kicks off Estée Lauder’s Breast Cancer Awareness campaign.

Awareness Campaign concept is: “Together. Connect. Communicate. Conquer. For A Future Free of Breast Cancer.” The call-to-action was conceived for the second year by James Gager, senior vice president, group creative director of MAC, La Mer, Jo Malone Worldwide, and Antonia Lakis, vice president of MAC Design.

“I’m thrilled to kick-off our 2011 BCA Campaign with several first-ever initiatives, bringing millions together with the single-minded goal of spreading the life-saving awareness message about the importance of breast health and early detection the world over. The mission of each of our initiatives is to reach new women and men, and to unify us all to eradicate this disease. Let’s join together. As one we are stronger and have the ability to reach this goal once and for all,” said Evelyn H. Lauder, senior corporate vice president of The Estée Lauder Companies and founder of The Breast Cancer Awareness Campaign.

The campaign includes the global launch of BCAcampaign.com, the campaign’s first-ever dedicated website for related news, event information, tips on breast health and healthy living, and a way to make year-round donations to The Breast Cancer Research Foundation. In 2011, many Estée Lauder beauty brands will continue to raise awareness and funds for the cause. Also debuting this year is The BCA Campaign’s Pink Ribbon Wristlet, a modern expression on the traditional Pink Ribbon pin that has become the symbol of breast health worldwide.

The Procter & Gamble Company and National Breast Cancer Foundation Inc. launched the fourth year of GIVE Hope, a campaign that highlights the importance of early detection in beating breast cancer. The

The P&G Give Hope program supports early detection.

partnership enlists the support of everyday people, P&G employees and celebrities.

“An Early Detection Plan is the best way to take action to detect breast cancer in its early stages,” said Janelle Hail, NBCF founder and CEO. “By providing a variety of ways to get involved and inspiring others to do the same, P&G enables NBCF to save lives and educate women about the importance of early detection.”

To help women create and follow their own Early Detection Plan, P&G and NBCF have developed www.mypinkplan.com. In addition, P&G will distribute the GIVE Hope brandSAVER in newspapers in October, with discounts for P&G beauty and personal care products. For each GIVE Hope brandSAVER coupon redeemed, P&G will donate 2 cents to NBCF — allowing consumers to give back, while saving money.

This month the windows of ULTA Beauty stores across the country will be covered with “love” as the company invites customers to participate in its Windows of Love – Donate with a Kiss campaign to support breast cancer awareness and research. ULTA Beauty will cover its windows with kisses, with each kiss representing a one dollar donation in support of The Breast Cancer Research Foundation.

“Our Windows of Love program is a unique, combined effort that includes our customers, company and its employees,” said Chuck Rubin, CEO, ULTA Beauty.

Many beauty companies have limited edition products to support the cause. Iredale Mineral Cosmetics Ltd. launched its second annual Rise Above with Love (RAWL) campaign to raise breast cancer awareness in partnership with the Living Beyond Breast Cancer organization. This year, the company will donate 100 percent of the proceeds from sales on its new product, Roses & Lollipops – a lip duo featuring two new shades housed in a petite, portable keychain locket ($30). The shades are PureMoist LipColour (in Roses) and PureGloss for Lips (in Lollipops).

Crabtree & Evelyn lends a helping hand with its New Pink Collection to support the National Breast Cancer

Crabtree & Evelyn’s New Pink Collection raises money for women in need of mammograms.

Foundation’s mission to fund free mammograms for women who could otherwise not afford them. The collection includes Rosewater lotions and bath products and floral design accessories like a hat box and vanity case. The company has committed to donate $20,000 to NBCF during the month of October 2011.

To embrace the spirit of unity in honor of Breast Cancer Awareness, women can wear their pride on their fingers and toes with CND’s Pink Wishes Colour & Effects Duo. The Pink Wishes Colour, a cotton-candy pink, layers with Pink Wishes Effect for a pink pearlescent sheen. They retail for $20.00 for a limited time in salons and professional beauty supply stores.

OPI released its limited edition Pink Shatter: Pink of Hearts Nail Lacquer to support Susan G. Komen for the Cure. The 2011 Pink of Hearts edition marks the debut of fan-favorite Shatter coat in OPI’s first pink shade. Each bottle has a pink-ribbon tag and pink cap wrap to call attention to the cause. OPI will also be making its annual donation of $25,000 to Komen for the Cure.

“OPI is proud to join with Susan G. Komen for the fifth consecutive year to offer Pink Shatter: Pink of Hearts. By launching our first-ever Pink Shatter coat, we hope this exciting new textured hue will generate lots of awareness for this cause,” said Suzi Weiss-Fischmann, OPI Executive VP & artistic director.

Stila has also pledged support with an exclusive eye shadow palette. One dollar from every “Positive and

Stila’s Pretty Palette donates $1 for every purchase to the cause.

Pretty” palette (a $62 value for $14) sold will be donated to The Foundation of Living Beauty. The foundation’s mission is to empower women to reduce their cancer risk and increase their self-esteem, physical wellness and emotional stability, after coping with the taxing effects of cancer and chemotherapy.

For a limited time Philosophy has made its pink Hope in a Jar ($38) available in conjunction with Ulta. Five dollars from every purchase benefits the Breast Cancer Research Foundation. Also, Philosophy is selling its Shower for A Cure ($20) shampoo, shower gel and bubble bath. One hundred percent of the net proceeds go toward the Entertainment Industry Foundation’s Women’s Cancer Research Fund.