Beauty with a Pink purpose

HAVE you been seeing pink, with brands gearing up for their annual efforts for Breast Cancer Awareness Month in October? From pink ribbons to even pink buckets (KFC has in previous years conducted fund-raising campaigns in other countries adopting the signature hue), it seems like retailers are becoming more inventive in attracting attention for their breast cancer-related initiatives.

This year, apart from predictable special-edition merchandise in the feminine hue, one beauty brand has set a Guinness World Record for the most number of people applying false eyelashes. The event was organised in support of the Breast Cancer Foundation.

"We want to reach out to the public in a creative and meaningful way that is also more approachable for young women," says Leah Lim, marketing manager of Mandom Corp Singapore, the distributor of false lash brand Dolly Wink.