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Five luxury brands on board with breast cancer awareness month

Pink breast cancer ribbon isolated on white


Numerous luxury brands have taken to supporting breast cancer awareness month this October by donating portions of sales, creating social campaigns and educating clients.

“This year honours the spirit of knowledge, sharing and taking action,” states William P. Lauder, executive chairman and chairman at The Estée Lauder Companies’ board of directors, on the brand’s Breast Cancer Awareness Campaign website.

With an estimated 1.7 million women around the world diagnosed with breast cancer in 2012, according to the International Agency for Research on Cancer, part of the World Health Organization, it is a cause worth the time and effort. looks at five brands that have shown their support this month:

Etihad Airways

Etihad Airways’ cabin crew members are wearing pink uniforms and distributing pink ribbon pins and information leaflets to guests, employees and local authorities at the Abu Dhabi International Airport, according to the airline. In partnership with the Abu Dhabi Health Authority and Lifeline Hospital Group, the Etihad Airways Medical Centre is also hosting a mobile breast cancer mammography screening unit for their employees who are more than 40 years.

Polo Ralph Lauren

Pink Pony is Ralph Lauren’s worldwide initiative in the fight against breast cancer. Aiming to ‘reduce disparities in cancer care in medically underserved communities,’ according to the brand’s website, Ralph Lauren hopes to ensure treatment is available in the early stages. In order to create awareness of breast cancer, the brand has launched a collection of products, titled Pink Pony, where 25 per cent of a product’s purchase price will be donated to its Pink Pony Fund, to support programmes for screening, early diagnosis, treatment, research and patient navigation, its website states.


Bloomingdale’s has also taken to the cause by giving its customers the opportunity to enrol in its campaign ‘Give Pink, Get More’ by charging $15 to their Bloomingdale’s cards. The full fee to enrol will fund research, support and awareness programmes for The Breast Cancer Research Foundation, The Carey Foundation and The Marisa Acocella Marchetto Foundation, according to its website. By enrolling in the campaign, Bloomingdale’s will mail its participating customers a ‘Give Pink, Get More’ gift card worth up to $250 to use both in stores and online.


SIVVI.COM is making its contribution to the cause by donating ten per cent of any pink product on its website to support beast cancer research. The collection of pink products includes tops, bottoms and accessories.

The Estée Lauder Companies

The Estée Lauder Companies continue their support for Breast Cancer awareness, education and research through their online hub, where users are able to hear survivors’ stories, share their own experiences and donate to breast cancer research. Estée Lauder’s Breast Cancer Awareness Campaign and Pink Ribbon Initiative, has raised more than $53m since its launch in 1992 by Evelyn H. Lauder and SELF magazine’s Alexandra Penney, according to its website.


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