Promoting Pink - Breast Cancer Awareness Month

Ariana Rodriguez

October marked National Breast Cancer Awareness Month 2011 and in the adult pleasure products industry, this year’s efforts united the industry in various partnerships to benefit charities and increase awareness.

Last month, Evolved Novelties launched its firstever “Go Pink” campaign to raise money for breast cancer research and to promote awareness. The campaign featured retail promotions, an E-bay auction, event gifting, promotional giveaways and cause-related event sponsorships.

Founded in 1991, the National Breast Cancer Coalition is a national grassroots organization whose mission is to end breast cancer by focusing on three main goals: research, access and influence.

Evolved joined forces with select retail chains to take a stand against the disease by donating a portion of the proceeds from every October sale to the Save The Tatas Foundation.

“It’s a win-win situation to pair a great cause that women wholeheartedly support with a great line of female specific products. We’re just thrilled to be doing our part in the fight against breast cancer,” said Marcus West, marketing director at Evolved Novelties.

To further promote the cause, Evolved Novelties gifted a free one-ounce bottle of Special Edition Pink Smart Cleaner to customers (of participating adult retailers) that made an Evolved purchase of $35 or more. According to the company, the gift with purchase was designed exclusively for this promotion.

As an extension of the retail promotion, Evolved Novelties also held a Breast Cancer Awareness E-bay auction, hosted on, to auction off two Swarovski Crystal Diamond Collection Massagers with all proceeds benefitting the Save the Tatas Foundation.

CalExotics rewarded the disseminating of breast cancer awareness by giving away Papillion Massagers to those who spread the word about the Living beyond Breast Cancer (LBBC) organization.

“We partnered with Living Beyond Breast Cancer several years ago as a way to support a wonderful cause,” said Susan Colvin, president and CEO of California Exotic Novelties. “A portion of the sales of the Papillion Massagers go to LBBC, which is dedicated to offering a variety of services to those with breast cancer and their family members.”

LBBC offers specialized programs and services for the newly diagnosed, young women, women with advanced breast cancer, women at high risk for developing the disease, and Black and Latina women. They also offer programs for caregivers and healthcare professionals to help them better meet the needs of women affected by breast cancer.

Nichole Grossmann, social media coordinator for California Exotic Novelties, conceived the idea.

“Social media is all about sharing messages and rallying behind causes people feel passionate about,” Grossmann said. “My aunt was recently diagnosed with breast cancer, so this particular message has special meaning to me. I think LBBC is a great organization and I hope our campaign can generate awareness and support for them.”

Good Vibrations initially kicked off its partnership with National Breast Cancer Coalition (NBCC) in mid-September, and then took its efforts a step further in October by partnering with six of its vendors through its GiVe initiative.

Customers were offered the pink versions of: the Toyfriend Starlet, Jimmyjane Form 3 and Form 4, Rocks-Off Groovy Chick, OhMiBod Better Than Chocolate, LELO Siri and Gigi, and GV Wholesale’s Butterfly Kiss. Good Vibes donated 10 percent of each sale to the NBCC, while encouraging online shoppers to visit the GiVe Partner page to make an additional gift to the charity.

“The idea of working with our vendors to make a difference was so natural, and everyone was delighted to participate,” Good Vibes Senior Buyer Coyote Days said. “We just couldn’t wait for October to offer these high quality, ecorotic items in a way that actually affects positive change. And that makes everyone feel good!”

Founded in 1991, the National Breast Cancer Coalition is a national grassroots organization whose mission is to end breast cancer by focusing on three main goals: research, access and influence.

According to Good Vibes, NBCC links hundreds of organizations and tens of thousands of individuals into a dynamic, diverse coalition to achieve its goals and to give breast cancer a voice in Washington, D.C. and state capitals, in laboratories and health care institutions and in local communities everywhere.

Staff Sexologist Dr. Carol Queen says, “We’re especially excited that this organization’s terrific work includes advocacy training so that women themselves be such a powerful influence for fighting breast cancer. Just as Good Vibrations’ focus has always been empowering women to be the true experts about their own sexuality, NBCC makes sure women’s voices and experience are central to this critical health issue.”

Fun Factory put a unique spin on its support of breast cancer awareness by supporting the sexual needs of those affected by the disease. The company joined forces with and Pink Jams to to dispel the myth that cancer erases sexuality.

“To us this partnership helps share our belief that everyone can enjoy healthy sexual life, including the thousands of women diagnosed with breast cancer each year,” Fun Factory communications director Emilie Rosanvallon said.

Through October, corset manufacturer Eurotique partnered with Adam & Eve Michigan to donate a portion of its sales to the Susan G. Komen “For The Cure” foundation.

Eurotique created “The Awareness Corset,” a vintage pink and white corset trimmed with a white satin bow; and for every corset sold, Eurotique donated 50 percent to the designated foundation.

Adult distribution giant IVD and ECN kicked off its 27th Annual NJ Warehouse Show with an impromptu trip to a local bowling alley that gathered more than 25 industry professionals for fundraiser.

The combat against two common enemies — breast cancer and bowling pins — united representatives from CalExotics, Pipedream Products, Kama Sutra, Wet, Evolution Distribution, Empowered Products, Hustler Toys, Pure Play Media, Pjur, Tantus, Kheper Games, Doc Johnson, System Jo, Evolved, Topco, Sportsheets, Spartacus and Nasstoys. In the end the players emerged victorious, and a sum of cash had been raised for the cause.

“We’re always excited to see our industry friends,” said Alan Mandell, IVD/ ECN’s sales manager, “especially when we see the kind of camaraderie.”

IVD account rep Cee Cee Peters, added, “I was blown away by the good vibes and sense of charity at the lanes. What a great group of people!”