When luxury celebrates Pink October

Like every year, the month of October focuses on the fight against breast cancer, with the aim of supporting research and raising public awareness of screening. A period that has become an integral part of the luxury brands’ calendar, with collaborations, donations and dedicated capsules. Here’s a non-exhaustive list of some of these initiatives.


Breast cancer is the most common cancer among women, affecting 60,000 new cases every year. Yet 3 out of 4 breast cancers can be cured, provided they are detected early enough through screening.


Created in 1992 by Evelyn H. Lauder, the “Pink Ribbon” information campaign was a forerunner in the fight against breast cancer.


Known as “Octobre Rose” in France, the month-long initiative is in its 30th year in 2023.


Gastronomy, fashion and beauty in pink


On Sunday, October 1, the Eiffel Tower and Arc de Triomphe were lit up in pink to launch Pink October, the month dedicated to the fight against breast cancer organized by the Ruban Rose association. On the Champs-Elysées, 99 women and one man affected by the disease, as well as 100 members of the medical profession, paraded alongside Paris Fashion Week. Évelyne Dhéliat, Claudia Tagbo and Alice Detollenaere accompanied the procession, to the rhythm of Jenifer’s songs. While this is a decisive month for Ruban Rose in terms of visibility, the luxury goods industry also intends to make its contribution, and at the same time demonstrate its feminist and supportive vision.

While the Peninsula Paris also dressed in pink last Sunday, the Shangri-La Paris hotel is offering a weekend tea time in its La Bauhinia setting, where chef Maxence Barbot has set to work making pink pastries. Le Fauchon L’Hôtel Paris has also co-created a 100% pink solidarity menu with lingerie brand Aubade, served at the Grand Café Fauchon with a 10-euro donation to the association for each order.


Chocolaterie Cyril Lignac’s XL marshmallow bear is adorned with a colorful heart for the Collectif Triplettes Roses. Another tasty initiative is Angelina Paris’ emblematic Mont Blanc, in a pink raspberry jelly version, with one euro of the purchase price donated to the Gustave Roussy cancer research center.


As for department stores, Galeries Lafayette is offering to round up the amount at the checkout to benefit Ruban Rose, and is presenting a selection of pieces from which part of the proceeds will be donated to the organization.


The fashion world is no exception, as demonstrated by Ralph Lauren’s Pink Pony campaign, which has been running for over 20 years. When you buy a sweater or shirt from the range, the entire price is donated to its cancer foundation.


As it does every year, Aurélie Bidermann has created a line of jewellery comprising a bracelet, a ring, earrings and a charm. 10% of sales between 1 and 31 October will be donated to Ruban Rose.


And in terms of cosmetics, Estée Lauder Companies, a firm highly committed to the issue, is this month launching its campaign to collect donations and raise public awareness.


From jewelry to hotels and beauty, many other brands are taking part in this month of Pink October in the fight against breast cancer. Four weeks of charity in which the power and notoriety of the high-end sphere can play a major role in advancing this cause and research.




Featured photo: © Angelina Paris


Grâce à une veille accrue et à une excellente connaissance de ces secteurs, la rédaction de Luxus Magazin décrypte pour ses lecteurs les principaux enjeux économiques et technologiques de la mode, l’horlogerie, la joaillerie, la gastronomie, les parfums et cosmétiques, l’hôtellerie, et l’immobilier de prestige.


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