NEW YORK- Many women know that October is the time to think pink, as in breast-cancer awareness pink. And they know many of their favorite beauty and fashion products will be offered in special pink versions as fundraising tools.
But the campaign to raise the profile of and raise money for breast cancer has entered other consumer realms to court different sectors of the shopping public. Men’s cologne, air purifiers and ski helmets are among the items to go “pink” this month, many without ever changing their physical color.
And some of the products being offered in pink aren’t just the lipsticks you’d expect: Gift catalog Red Envelope raises money for The Entertainment Industry Foundation’s Women’s Cancer Research Fund with a hot pink corkscrew; BabyLegs’ polka-dot leg warmers donate 10 percent of sales to the Susan G. Komen Foundation; and Everlast’s pink boxing gloves give 5 percent of proceeds to the Breast Cancer Research Foundation.
Lifetime TV’s public-service campaign features spots by football stars Jake Delhomme and Ronde Barber and how breast cancer has touched their lives. The network and NFL also are teaming up to highlight breast cancer awareness at home games of participating teams.
“It’s happening all over, it’s happening across the board,” says Evelyn Lauder, founder of the Breast Cancer Research Foundation and a senior corporate vice president of The Estee Lauder Cos. Wilson Sporting Goods has been a strong partner in fundraising for the cause year-round and even travel companies, such as Delta, have signed on, she said.
The crusade expanded as corporate partners realized that the disease affects more than women who shop the cosmetic counters, she says.
“People don’t get sick in isolation,” Lauder says. “They get sick as a family…It’s not just a disease for women. Men also are usually partners to women in families as husbands, sons and brothers.”
The American Cancer Society estimates there will be 178,480 women in the United States who will be diagnosed with invasive breast cancer this year, and 40,460 women will die from the disease. There will be 2,030 diagnosed cases of breast cancer in men this year, with 450 male fatalities, the society says.
Lab Series for Men and Sean John Fragrances, both Lauder brands, are donating $10,000 for research in connection with the sales of products–the Daily Moisture Defense Lotion SPF 15 for Lab Series and the men’s Unforgivable cologne for Sean John.
Veronique Gabai-Pinsky, president of Lauder’s Aramis & Designer Fragrances arm that includes Lab Series, says the moisturizer was chosen to go “pink” because it’s a universal product.
“I don’t see it as a ‘man’s brand’ being involved, I see it as a responsibility to be involved,” says Diana Espino, vice president and general manager of Sean Jean Fragrances, a partnership between the cosmetics company and hip-hop mogul Sean “Diddy” Combs.
The fragrance did not change its packaging, but the brand’s customers are made aware of the donation, she says.
Lauder says the disease has largely “come out of the closet,” which has gone a long way toward an open discussion about breast health.
“I’m sure your grandmother would never discuss anyone she knew who had cancer. Now it’s popular to talk about breast health, breast cancer as well as prostate cancer,” she says. “There’s a reduction of fear, and when there’s a reduction in fear, there’s an increase in knowledge.”