Marketers raise awareness, funds with products for Breast Cancer Awareness.
By Melissa Meisel
This October, numerous cosmetics and skin care marketers are rolling out specialty products in honor of Breast Cancer Awareness (BCA) Month. The health campaign’s symbol, the pink ribbon, often adorns packaging, while funds are donated to an assortment of foundations that assist women worldwide. Fundraising events like the Avon Walk (walk.avonfoundation.org) also involve millions in the cause.
According to the National Alliance of Breast Cancer Organization, breast cancer is the most common form of cancer among women in the United States and every woman is at risk. If it is detected early, the disease can be treated. Therefore, knowledge is key—and marketers are getting involved in the fight to keep women alive and well.
Take A Walk
One of the biggest events to promote BCA Month is Avon’s Walk for Breast Cancer—which actually is held in different locations all year, not just in October. Upcoming fundraising walks are set for: Los Angeles, CA, Sept. 15-16; New York, NY, Oct. 6-7; and Charlotte, NC, Oct. 20-21. Funds raised by participants of the Avon Walks are awarded to local, regional and national breast cancer organizations to support five areas of the BCA cause, including education, screening and diagnosis, access to treatment, support services and scientific research, all with a focus on the medically underserved. The Avon Walk recently completed events in Washington D.C., Boston, Chicago and Denver, raising more than $25 million to date in 2007.
Candles and home fragrance items are popular SKUs for BCA products. For example, Illume, a home fragrance manufacturer, is rolling out its Violet Rose candle collection to raise both funds and consciousness during BCA month. Illume plans to donate 50% of its profits from sales of any of the Violet Rose collection from its website, www.illumecandles.com, during October to the Susan G. Komen organization. The company will also post information about BCA on its website.
Er’go Candle has officially collaborated with Boarding 4 Breast Cancer (www.b4bc.org) to create and promote consciousness. The company is pouring its heart directly into the cause with the new Pink Ribbon Candle—7oz. of soy wax with a cotton wick housed in a clear glass cylinder embossed with the signature pink ribbon appliqué and packaged in a pink organza bag. Every time one of these special candles is purchased, Er'go Candle will donate 20% of the ribbon candle sales all year to Boarding 4 Breast Cancer.
Sweet Grass Farm, an all-natural bath, body and home care line, will support National Breast Cancer Awareness Month by donating 10% of the proceeds for each sale of its new Pink Carnation & Peppercorn Soy Wax Candle and Hope, Courage & Faith Fragrance Stick Set to the National Breast Cancer Foundation through October.
Beautiful & Meaningful
Skin care items are also a small purchase to help out the cause in a big way. Next month, Aveda will release its Breast Cancer Awareness Hand Relief, a rich crème brimming with plant-based ingredients that helps smooth hands. The crème is available in a limited edition 5oz. bottle—a 20% increase in size—and features a limited edition pink ribbon design in honor of BCA Month.
Throughout October, $4 from the sale of each Hand Relief product will fund environmental research for the Breast Cancer Research Foundation (BCRF) in an effort to help advance the understanding of environmental links to breast cancer. Aveda’s fundraising goal is $300,000.
The Aveda product is just one of 14 of Estée Lauder brands that will sell pink products to help raise money for the BCRF this October. Others include Bobbi Brown, Bumble & bumble, Clinique, Darphin, Donna Karan, Estée Lauder, Jo Malone, La Mer, Lab Series Skincare for Men, Origins, Prescriptives, Tommy Hilfiger Toiletries and Sean John Fragrances, all of which will offer pink beauty products to support contributions to the foundation. These brands will also display counter information, distribute pink ribbons and hand out informational materials regarding health.
Estée Lauder’s commitment to BCA dates back to 1993, when Evelyn H. Lauder founded the BCRF. Since its founding, the organization has raised over $90 million, with a minimum of 85% of all funds going directly to breast cancer research grants and awareness programs.
Strength in Numbers
Other beauty care companies support BCA Month. Sircuit Cosmeceuticals is donating 50% of its profits from the sales of Suggah, an anti-aging lip plumping treatment product, to The Susan G. Komen Foundation. And NYX Cosmetics will donate a portion of its profits from the sales of The Ultimate Pearl Eye Shadow in Baby Pink Pearl to the National Breast Cancer Coalition.
Fresh Baked is luring customers with the smell of sweets with the addition of Cherry Pie to its shampoo and body wash collection. Cherry Pie is a limited edition fragrance and was specifically created for BCA Month. Texture Efx and Joico are some other brands raising BCA and funding the cause with special products for October. The companies’ owner, Zotos International, will donate $35,000 from sales of BCA products to the City of Hope (www.cityofhope.org).
Bare Escentuals is offering its Pink Passions set featuring the BareMinerals Rose Radiance All-Over Face Color, Rose Radiance Lip Gloss and a Heavenly Face Brush. A portion of the proceeds will go to the National Breast Cancer Foundation. Lacoste will donate a percentage of sales from its Touch of Pink 1.6oz. eau de toilette spray to the Young Survivors Coalition. And Gianna Rose Atelier crafted “Savon Pour Une Remede,” a set of fresh linen-scented, French-milled soaps embossed with a pink ribbon. In support of the ongoing effort to find a cure, 15% of the product proceeds will be donated to the Triple Negative Breast Cancer Foundation.
To benefit research, TerraNova of San Francisco, CA is introducing its limited edition Tuberose Pink Ribbon Pampering With Purpose Set. The set includes an 8.5fl.oz. tuberose-scented body lotion and body wash. According to Laurence Diaco, marketing manager for TerraNova: “Our vice president and owner, Kathy Saunders, decided to offer the Pink Ribbon Breast Cancer Awareness Set after one of her dear friends passed away from the disease last year. In her honor, we donate $1 of every set sold to a local breast cancer organization that provides financial assistance to low-income women with breast cancer who are currently in treatment. The set is a beautiful way to make a difference in these women's lives while enjoying a pampering treat.”