Thinking Pink
This article is from the archive of The New York Sun before the launch of its new website in 2022. The Sun has neither altered nor updated such articles but will seek to correct any errors, mis-categorizations or other problems introduced during transfer.

October has nearly come and gone, and with it the annual tide of trendy pink ribbon merchandise. Since 1992, the quantity of limited-edition items benefiting breast-cancer programs has been on the rise; this year there seemed to be more options than ever. From Payless to Jimmy Choo, KitchenAid to Cartier, the variety of products available is wide enough to suit every style and budget. But does all that variety translate into actual efficacy?
Supporters certainly think so. “These days it’s possible to detect a lesion the size of a grain of ground pepper, and a doctor can go in and aspirate this with a needle in seconds, leaving no scar,” said Evelyn Lauder, founder and chairman of the New York-based Breast Cancer Research Foundation (BCRF). “Ten years ago that procedure didn’t exist, and the funds raised from pink-ribbon products helped make that happen.”
While organizers are unable to pinpoint a precise dollar amount raised solely through pink-ribbon products, those who buy them should feel they’ve made an impact, Ms. Lauder said.
Cindy Schneible, vice president of marketing and sponsorship for the Dallas-based Susan G. Komen Breast Cancer Foundation, was positive as well. “Our no. 1 priority is to generate revenue so that we can fund research grants and community-outreach programs, such as mammograms and medical treatment for those who can’t afford it,” she said. “But more importantly, pink-ribbon products allow us to reach an audience that we might not otherwise have access to, so we can connect with women and men and teach them about good breast-health practices.”
The numbers would seem to support their claims. Since its inception in 1982, the Komen foundation has raised more than $741 million, while the BCRF has raised $98 million in its 10-year history (and hopes to hit the $100 million mark by October 31). Meanwhile, according to the BCRF, 10 years ago the survival rate for early-detection breast cancer stood at 85%; today that number has risen to 97.5%.
But with 216,000 women expected to be diagnosed with breast cancer this year, organizers are quick to point out that it’s the message, and not necessarily the product, that should take center stage.
Between the BCRF and the Komen foundation, more than 120 brands have committed proceeds from the sale of pink-ribbon merchandise, with many brands offering multiple products. “I get such a rush seeing so many companies get involved,” said Evelyn Lauder, founder and chairman of the New York-based BCRF. “They’ve also gotten a lot more creative; this year we have everything from a $1 bracelet at Target to a $3,900 Cartier watch. And every little bit helps.”
Target opened a temporary retail store on October 1 at 7 Times Square, offering about two dozen pink-hued products, such as T-shirts, candles, cosmetic bags, and baseball caps, ranging in price from $1 to $24.99. Open until October 31, the Times Square store has sold out of a few items, including the $1 pink rubber bracelet – more than 20,000 flew out the doors in the store’s first six days – but all items will be available on Target’s Web site (www.target.com)through December 31.
Other affordable options include Saks Fifth Avenue’s 2004 Key to the Cure T-shirt, designed by Marc Jacobs and priced at $35. Now in its sixth year, Key to the Cure has donated more than $13 million to about 60 local and national breast-cancer programs, including the Komen foundation. This year’s Lilly Pulitzer scarf, priced at $30, is the second effort between the designer and the Ford Motor Company – last year’s scarf raised more than $1 million for the Komen foundation. Organizers are hoping to double that amount with this year’s scarf, which is available at Lilly Pulitzer stores and at Bloomingdale’s through October 31, and online at Bloomingdales.com through December 31.
At the other end of the spectrum, there’s Jimmy Choo’s limited-edition, hot-pink mule adorned with a pink ribbon; 15% of the $495 price will be donated to the BCRF. Cartier is offering a $3,900 Tank Divan watch with a mother-of-pearl dial and a pink alligator strap, while Burberry has designed a $275 cashmere scarf, $395 tote bag, and $995 trench coat, all in a pink version of its Heraldic print, with 30% of each sale benefiting the BCRF.
Since Estee Lauder introduced a limited-edition compact and lipstick back in 1992, beauty products also have been big during Breast Cancer Awareness Month. This year’s efforts from Estee Lauder brands include a $20 pink lip palette by Clinique, a $60 Red Rose bath oil by Jo Malone, and a $35 makeup set by Stila. Estee Lauder, meanwhile, debuted the latest of its limited-edition compacts, priced at $45, and an Elizabeth Pink lipstick priced at $22.
More recently, the concept has moved beyond fashion and beauty. In the summer of 2001, KitchenAid launched the Cook for the Cure campaign with a pink version of its iconic stand mixer; $50 from each $249.99 sale went to the Komen Foundation. “We had intended that it would run only through October of that year,” said KitchenAid spokesman Brian Maynard. “But even we were caught off guard by how popular it became.” Since then Cook for the Cure has grown to include four KitchenAid pink products – the stand mixer, a blender, coffee mill, and teakettle – and Maynard estimates that donations from these and other efforts have raised $2.2 million for the Komen foundation.
This year Sutter Home came up with Capsules for the Cure, which pledges $1 for each seal sent in by consumers from White Zinfandel bottles sold through December 31. “Women make up about 60% to 65% of that wine’s customer base,” said Terry Wheatley, senior vice president of the St. Helena, Calif.-based winery. “So we knew it wasn’t only the perfect way to raise money, but also the perfect way to get the message out about breast health and awareness.”
As Ms. Wheatley knows too well, sometimes it’s not only the recipient foundation that benefits, but the company itself. Breast cancer has touched many women at her company, herself included: Ms. Wheatley had a double mastectomy when she was 48, while winery owner Vera Trinchero Torres was diagnosed five months after Ms. Wheatley. “Our company employs a lot of women, and you see how the disease affects everyone,” Ms. Wheatley said. “The girl who works in our guard shack underwent a mastectomy, while my 21-year-old daughter had her first lumpectomy when she was only 17. We felt it was very important to do something to make a difference.”