Trend Perspectives with Cynthia Maxwell
Pink became the most prominent color of October in 1992 when Evelyn Lauder of Estee Lauder along with a friend decided pink was the best color to identify Breast Cancer Awareness. Every year at this time, there is an increase in online activity in breast cancer-related searches because of Breast Cancer Awareness Month.
Along with increasing awareness, there is an overwhelming amount of products to purchase, benefits to attend, walk and race events, and campaigns. Billions of dollars raised go towards the ultimate goal of prevention and a cure.
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Let's take a look at some of the coolest causes for 2019.
"Picture barely clothed, foxy firefighters, strutting a catwalk. The men – and a few brave women – of Plano Fire-Rescue could probably be featured in their own best-selling calendar." –Plano Magazine
I have to start with the Plano, Texas Fire-Rescue. A picture of a firefighter in an elaborately decorated bra came across my Instagram feed at the beginning of September, and I could not help but smile and laugh! I have seen fire trucks painted pink and firemen selling t-shirts, but this is the first time I have seen Texas firefighters wearing bras.
For the 7th year, Plano firemen who have a personal connection with breast cancer will be walking the runway in the event "Battle of the Bras." Each of the decorated bras worn by firefighters will be auctioned off to the highest bidders to support the non-profit, Women Rock. Proceeds will go towards local support of women with breast cancer covering four areas: breast imaging and mammograms, financial assistance, education, and emotional support. I must say "Battle of the Bras" is one of the most creative and entertaining breast cancer awareness events I have seen.
Ralph Lauren is one of the largest fashion supporters with their Pink Pony campaign. Log onto www.ralphlauren.com, to see the home page entirely dedicated to cancer awareness. From compassionate conversations between the Fall 2019 campaign host and breast cancer survivor Sheryl Crowe with cancer survivors to a load of luxury Pink Pony products.
The Ralph Lauren "Live Love" t-shirt's purchase price is 100% donated to the Pink Pony Fund. Purchase from the vast selection of Pink Pony women's, men's, kid's and accessory offerings and 25% of the proceeds go to the Pink Pony Fund. The gorgeous pink leather women's moto jacket and the Ralph Lauren iconic American flag sweater are just two of the most coveted.
Handcrafted men's and women's Italian shoe company M.Gemi, partnered with F**k Cancer™ this year with a trend-right sneaker and laces project. The fundraising-focused organization runs digital and on-the-ground programs, and events (like parties and pop-up shops). They seek to change the way people think and talk about cancer. Their Generation Connected aka (Gen-C), is a community that is bound by their shared behavior, not by their birth date. They communicate digitally providing information about their journey with cancer in efforts to educate on early detection and prevention.
F**k Cancer™ also provides dietary and lifestyle prevention guidelines, as well as emotional support. The collaboration with M. Gemi combines the best-selling M.Gemi Palestra Minimo Sneaker with the organization's logo embossed on the back. When launched, the sneaker sold out in 24 hours! Along with the sneaker, you can purchase laces, available in six different colors—each brings awareness to a different type of cancer. 100% of the laces purchase price goes towards the organization's initiatives.
All of this Pink October gear is best suited for one of the many Breast Cancer Awareness events that take place throughout the month. Large organizations like Susan G. Komen host many events throughout the United States and internationally. Events like the Komen Race for the Cure® and Susan G. Komen 3-Day® gather nearly 850K people globally creating a momentous impact on the organization’s educational and fundraising missions.
There are plenty of food and beverages supporting the cause:
You can pick up a Pink Ribbon Bagel at your local Panera-loaded with cherry chips, dried cherries and cranberries, vanilla, honey, and brown sugar. There will be special days during October when 100% of your Pink Ribbon Bagel purchase will go towards supporting breast cancer research.
Bubly’s limited edition can of Grapefruit Sparkly Pinks beverage was released this month in support of the Susan G. Koman Foundation. Bubly even has a fun augmented reality experience for consumers associated with the can.
Our friends across the pond can purchase a 250ml tall pastel pink Diet Coke can at British supermarket Asda and 10% of the proceeds will go to the Tickled Pink campaign.
With just a brief look at the newness going on in Pink October, there is plenty of variety for the consumer who wishes to support Breast Cancer Awareness. In some cases, we can have fun doing so!