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Canadian Breast Cancer Support Fund begins Causemetics campaign

The Canadian Breast Cancer Support Fund has begun a new fundraising campaign called "Causemetics." Developed by Cheil Canada of Toronto, the campaign is based on a line of skincare and cosmetics products provided by 11 Canadian companies. Beginning Oct. 14, the products will be sold under the Causemetics brand name at <http://www.cbcsf.ca>, <http://www.causemetics.ca> and <http://www.well.ca>, as well as at Green Beauty Spa in Toronto. Part of the proceeds from these sales will go to the fund.

Cheil's assignment also included brand development, package design, in-store signage, post cards, web development and a promotional video. The agency also created a digital installation that appears to be a mirror, but transforms a viewer's reflection into the image of a woman who was helped by the organization, who interacts with the viewer live.

"[Donna Sheehan, executive director of the CBCSF,] originally asked for an ad to build awareness, and we wanted to go much further than just an ad," said Kathleen Collins, vice-president of integrated solutions at Cheil. "The power behind the idea of Causemetics is that it generates ongoing revenue for the fund. Causemetics emphasizes today because, despite illness and the inability to work, the rent is due, groceries need to be bought, car payments need to be made, hospital parking needs to be purchased, not someday, today."

Participating companies include Consonant Skincare, Lovefresh, Pure&Simple, Schaf, Graydon, Ella's, Cocoon Apothecary, Sappho Cosmetics, Evoke, Sigrid and Province Apothecary.

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