Indulge the little girl in you, for a good cause. Show you care this October for Breast Cancer Awareness Month, and look chic, cute and girly doing it. Essie has produced a special limited edition nail color for the Month of October, Pink Is Powerful, and in this case so is awareness.
"New from Essie Cosmetics is a special, limited-edition nail polish created in support of Breast Cancer Awareness Month. The color, Pink Is Powerful ($7) is a pale, shimmery sheer pink intended to inspire hope. 10% of the profits from Pink Is Powerful will be donated to the Entertainment Industry Foundation's Women's Cancer Research Fund throughout the month of October. So go ahead, indulge and paint your nails this pretty pink and help support breast cancer patients, awareness and prevention."
Implications - Companies that attach themselves to a particular cause or charitable organization create instant positive brand recognition in consumers' minds.