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Beauty with a Message - Canada’s BALMSHELL Announces Release of “1 in 8” Lip Gloss in conjunction with October’s Breast Cancer Awareness Month
Proceeds from Limited Edition Shade Will Benefit the Breast Cancer Research Foundation
New York, NY – June 20, 2007 - BALMSHELL, the wonderful new line of lip glosses, will launch a limited edition shade called "1 in 8" commemorating October’s Breast Cancer Awareness month. Like all lip glosses in the BALMSHELL collection, the soft pink color of "1 in 8" was created to enhance the confidence, elegance, and passion in every woman - but also to educate, raise funds, and spread awareness about a devastating disease among women of all ages today: breast cancer.
"1 in 8" is so-named for the sobering statistic that says 1 in 8 women will be diagnosed with breast cancer in her lifetime. In keeping with the BALMSHELL brand, this fact is illustrated with the same style of whimsical floating artwork as seen on all of BALMSHELL’s distinctively packaged lip gloss tubes. The artwork for "1 in 8", however, is especially poignant given the message of awareness it aims to promote. Between two blossoming trees, eight bras as varied in size, color, style, and shape as the women who are diagnosed with breast cancer each year are hung on a clothesline. As the tube of gloss is tilted, a hot pink target slides back and forth, passing each of the eight bras, one at a time. In addition, initials carved into the trunks of both trees convey how the BALMSHELL team was personally affected by breast cancer – the initials pay tribute to two women dear to BALMSHELL who ultimately lost their battle against the disease: Nancy Pitfield, mother of BALMSHELL Marketing Manager Kate Pitfield, and Sheila Cudney, Nancy’s best friend and a friend to the BALMSHELL team.
Kate Pitfield says: "My mother would be very proud to know that I have used the experience of losing her to breast cancer in such a positive way. This special lip gloss will not only promote awareness of breast cancer and educate consumers in a compelling way, but one dollar from the sale of each ‘1 in 8’ lip gloss will be donated to the Breast Cancer Research Foundation. Dedicating this lip-gloss in memory of my mother is just another example of how real this disease is and how we are all affected by it."
In addition, BALMSHELL has created a way to further increase mindfulness of the disease: when the gloss has been fully used, the illustration tube can be removed and re-attached to the complimentary keychain component, thereby allowing the user to both keep the artwork and spread an essential message.
For further information on Breast Cancer Research Foundation, please visit: www.bcrfcure.org
BALMSHELL is currently available on www.balmshell.com, as well as Henri Bendel in New York City and at Kitson in Los Angeles.
Interviews, product images and/or samples upon request.
Contact:
For additional information, please contact one of the following:
Canada
Maverick PR
Colleen Uncao
T. 416-640-5525 x248
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Balmshell Inc.
Kate Pitfield
T. 416-601-2256 x233
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