Fashion & Lifestyle

Wednesday, 18 September 2019 14:09

Cosmopolitan launches #DEARBOOBS in support of Breast Cancer Awareness

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#DEARBOOBS press image

COSMOPOLITAN has partnered with Strawberry Lips for their September issue. R1 from every issue sold will be donated to PinkDrive, an NGO founded on the premise that early detection of breast cancer will help prolong life. Strawberry Lips will also donate a percentage of their bottle sales during October to PinkDrive.

‘Breast Cancer has touched the lives of almost everyone I know in some way, and it’s time to find solutions through knowledge and education,’ says Strawberry Lips marketing manager, Vanessa Nel.

Regarding the partnership with COSMOPOLITAN, Nel added: ‘COSMO’s fun, fearless female reader is aligned with the Strawberry Lips consumer… We share in our goal for South African women to be body confident and informed and to be their best selves.’

Inside the issue, the #DearBoobs campaign showcases 14 local celebrities, influencers and breast cancer survivors in a series of totally unedited images. Celebrities featured include Enhle Mbali, Pinky Girl and Gina Myers. COSMO asked each woman to write a letter to her boobs entitled #DearBoobs. And, because October is Breast Cancer Awareness Month, COSMO asked three very brave survivors to share their stories so that they could help educate Millennial women about the reality of breast cancer, and how to be responsible and check your boobs for lumps.

Earlier this year, COSMO surveyed more than 1 800 South African women for their first-ever, national boob survey. They asked a series of breast-related questions (more than 30) and found that 60% of respondents wished their boobs looked different. A staggering 74% are either unhappy, or only kinda happy with their bodies. And, more than half said they would consider getting a boob job if given the chance. According to their survey, a third of women don’t do self-examinations, yet one in four has a family member who has had (or has) breast cancer.

‘Self-love is no easy feat,’ says COSMO editor, Holly Meadows. ‘Women across the world are tired of not being represented. And so, in response to the data we collected from our survey, we launched #DearBoobs to celebrate all women’s bodies. We’re saying yes to all boobs – saggy boobs, pancake boobs, lopsided boobs, melon boobs... All boobs matter.’ Read more about our campaign on page 69 of the issue – on sale on 16 September.

The COSMO Self-Love Sunday brunch, in partnership with Strawberry Lips, will take place on 27 October at Val de Vie Estate in Paarl. The event includes an exhibition of the #DearBoobs portraits, a gratitude journalling workshop with a self-love plan, and a still-life, body-appreciation drawing class.

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