Pink Action

Apart from commercial purpose, a brand can also promote herself with charity, and perhaps, Pink Action is nothing new to public nowadays.

Breast Cancer Awareness Campaign launched by Estee Lauder Companies Inc. embraced the world in pink. The theme of this year is "World Pink. World without Breast Cancer. Waer a Pink Ribbon. Make a Difference." From October onwards, 10 of the Estee Lauder Companies Inc.'s most luxurious and sought-sfter beauty brands started to sell products to raise money for research to eradicate breast cancer.

Brands involved including Clinique, Bobbi Brown, Estee Lauder, etc. There are products like limited long last glosswear key chain and Pink Ribbon Collection provided to customers.

Days before, an oping ceremony of the Pink Campaign was held in the Millennium Square, which was in a very large scale with many celebrities and media involved.

As mentioned before, maybe this kind of collabration between brands and charity is nothing new at all. However, I do think that it is really clever and innovative to join hands with cosmetics. It is because cosmetics are women's must have items everyday, meanwhile, women have to be aware of breast cancer everyday. So, every morning when they are using those cosmetics to make-up, they are reminded to check their breasts and that they need to go to their doctors for a mammogram every year.

Besides, such large-scaled opening ceremony can draw public awareness and attention and it is quite new to hold a event at Millennium Square, as it is a very serious place ordinary.


by Nicole