01.03.11
The Susan G. Komen for the Cure Foundation is taking its fight against breast cancer to the fragrance counter. Since its founding in 1982, the Foundation has raised and invested $1.5 billion to fight breast cancer. Now, the Foundation is launching a fragrance to support breast cancer research. The scent is called Promise Me, which is the title of the book written by Nancy Brinker, founder of the organization and sister of the late Susan Komen. The title alludes to Brinker’s promise to her dying sister to launch a mission to end the pain and suffering of breast cancer.
The organization figures that the fragrance will raise a minimum of $1 million a year. The fragrance development was spearheaded by Brian Robinson, the founder of Zihr and now the head of TPR Holdings LLC.
The 3.4 oz. eau de parfum will retail for $59, with the goal of reaching nontraditional fragrance shoppers. For the mass market, the eau de toilette will come in two sizes, a 1.0 oz. for $19.99 and a 3.4 oz. for $29.99. A scented plastic bracelet will be handed out as a gift with purchase. For direct selling on the TV home shopping networks, a kit will be offered containing the 3.4 oz, eau de parfum, the bracelet and a body product.
A limited quantity of Brinker’s book, “Promise Me,” will be offered as a gift with purchase in department stores. The Komen foundation will also promote the fragrance on its social media sites — Facebook, Twitter, MySpace, YouTube and Flickr. Robinson also said he expects that the foundation’s 125 chapters will get involved in promoting the scent.
The organization figures that the fragrance will raise a minimum of $1 million a year. The fragrance development was spearheaded by Brian Robinson, the founder of Zihr and now the head of TPR Holdings LLC.
The 3.4 oz. eau de parfum will retail for $59, with the goal of reaching nontraditional fragrance shoppers. For the mass market, the eau de toilette will come in two sizes, a 1.0 oz. for $19.99 and a 3.4 oz. for $29.99. A scented plastic bracelet will be handed out as a gift with purchase. For direct selling on the TV home shopping networks, a kit will be offered containing the 3.4 oz, eau de parfum, the bracelet and a body product.
A limited quantity of Brinker’s book, “Promise Me,” will be offered as a gift with purchase in department stores. The Komen foundation will also promote the fragrance on its social media sites — Facebook, Twitter, MySpace, YouTube and Flickr. Robinson also said he expects that the foundation’s 125 chapters will get involved in promoting the scent.