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Intelligencer Journal

By Catherine S. Molitoris

From candy to vacuums, pink products that benefit the fight against breast cancer are popping up everywhere A parade of pink Think before you pink PICK YOUR PINK

DESIGN OF THE TIMES | THE LATEST TRENDS

By CATHERINE S. MOLITORIS

WHEN SHE'S OUT shopping, Vicky Kuntz is into pink.

Since being diagnosed with breast cancer in April, the Lancaster woman has paid more attention to the plethora of pink products gracing local stores, all created to raise money for breast-cancer organizations.

"I have a pink hat with a pink ribbon on it; I have lot of things people have given me as gifts - bracelets and so on," says Kuntz, who finished chemotherapy and radiation on Tuesday and is now cancer- free.

She likes buying and wearing pink products because she says cancer is nothing to hide.

"When I'm wearing my pink hat, it gives people the opportunity to talk about cancer," she says. "And I find that's therapeutic for me."

Pink products are exploding onto the shelves of retailers nationwide. Consumers can find anything from pink Tic Tacs for 79 cents to a pink Oreck XL vacuum for $549.

Organizations benefiting from the sale of pink products include national groups, such as the Susan G. Komen Breast Cancer Foundation and the National Breast Cancer Foundation, as well as local and state organizations.

Proceeds from product sales can vary from 2 to more than 50 percent. Some merchandisers cap the amount they donate, while others leave it open-ended but run the promotion only for a limited time.

"We benefit from the sale of pink products, which vary from something like pink bagels to pink jewelry boxes," says Amy Collins, public relations and community outreach coordinator for the Ephrata- based Pennsylvania Breast Cancer Coalition. "Last year we were fortunate to work with the Pa. Department of Transportation to develop a pink-ribbon license plate."

Collins says it's difficult to determine how much money the organization has raised from pink products alone, but she can point to specific figures for certain items.

"The pink bagel fundraiser raised nearly $2,000; the sale of our license plates has raised about $14,000," she says, noting that a quarter from each bagel and $10 from each license plate sold benefits the organization.

Money raised from pink-product sales funds the organization's outreach and advocacy programs, Collins says, and helps print brochures to raise breast-cancer awareness.

Operations manager Brent Hail says the National Breast Cancer Foundation in Frisco, Texas, uses money from pink products to continue breast-cancer research and fund mammograms for women who can't afford them.

Many companies feature special catchphrases to highlight their pink products. Oreck, which markets a pink vacuum, urges consumers to "Clean for the Cure."

For every pink vacuum purchased, Oreck donates $50 to the Komen Foundation, company founder David Oreck says.

Since March 1, Oreck has raised more than $600,000 from sales of the pink vacuum, which is available through Feb. 28, Oreck says.

Since 2001, KitchenAid has donated proceeds from its full line of "Cook for the Cure" products - everything from a pink stand mixer to an ice-cream scoop - to the Komen Foundation.

"Cook for the Cure has raised almost $1.4 million for the fight against breast cancer," says Brian Maynard, KitchenAid director of brand marketing. "KitchenAid donates at least 10 percent of the retail price for each pink product sold."

KitchenAid has also created "Dinner Party Kits," which encourage consumers to host their own Cook for the Cure fundraisers, and a cooking class series where 100 percent of tuition goes to the Komen Foundation.

While pink products have raised generous amounts of money for breast-cancer organizations, some fundraising experts caution consumers to do their homework before snatching up anything with a pink ribbon on it.

"There is a vast sea of pink products out there, and it can be overwhelming and hard to figure out what to buy," says Rebecca Farmer, communications officer for Breast Cancer Action, a San Francisco, Calif.-based organization that oversees projects including "Think Before You Pink." "We want to give consumers the tools they need to ask the right questions and think about pink products before they buy them."

Consumers should consider what "proceeds" means exactly and how much money will be donated to the organization, Farmer says.

She cites the Yoplait yogurt company, which urges consumers to collect pink lids from containers.

"Yoplait donates 10 cents for every pink yogurt lid mailed back to the company," Farmer says. "It would take four lids just to make up for the price of the stamp."

She says consumers should also consider who's getting the money, noting that large national organizations tend to benefit most.

"If giving money to fight breast cancer is important to you, it's important to remember the little guys as well," she says. "Consider the groups right in your community who you can help."

Making a donation directly to the charity can be more effective than purchasing a pink product, says Sandra Miniutti, director of external relations for Charity Navigator, an independent charity evaluator.

"A committed donor sending a check for $25 to a charity does much more to help that organization fulfill its mission than if that donor was to make a one-time purchase of a $100 product, for which the organization only received 50 cents," she says.

She encourages consumers to look closely at pink products' sometimes-vague labels and determine which charity will benefit and exactly how much it will receive.

"Responsible donors take the time to identify efficient charities engaged in the exact type of work that they wish to support," Miniutti says.

"Sophisticated donors know that giving directly to a well-run charity is the only way to bring about real change."

CONTACT US:

cmolitoris@LNPnews.com or 291-8758

There's a multitude of pink products currently on the market, all designed to benefit breast-cancer organizations. Here are a few of the many to choose from:

Pink ribbon Tic-Tacs: $.79; 5 cents goes to CancerCare.

Post-It Notes: $1.99 to $4.95; 20 to 50 cents goes to City of Hope Cancer Research Center.

Cartier Roadster Watch: $3,800; $200 goes to the Breast Cancer Research Foundation.

New Balance shoes: $25 and up; $5 goes to the Susan G. Komen Breast Cancer Foundation.

Playtex pink gloves: $2.50; proceeds benefit the National Breast Cancer Foundation.

Wilson Sporting Goods "Hope" series: $6.99 to $279.99; percentage of proceeds goes to the Breast Cancer Research Foundation.

Deluxe Bunco Game: $9.99; 2 percent goes to the BCRF.

Pink Plaid Better Homes and Gardens New Cookbook: $19.95 to $29.95; proceeds go to the Komen Foundation.

Lean Cuisine: Price varies; 10 cents goes to the Komen Foundation.

Bialetti pink cookware set: $39.95 to $99.95; $10 goes to the NBCF.

Igloo Playmate Pal pink cooler: $18.99; proceeds benefit the Komen Foundation.

(c) 2006 Intelligencer Journal. Provided by ProQuest Information and Learning. All rights Reserved.