As part of the intiative by Look Good Feel Better, cosmetics brands have also donated once in a lifetime opportunities to the annual LGFB online auction
A beauty industry charity that supports women with cancer has launched a campaign encouraging social media users to put on their ‘war paint’ and to share their survival stories.
The Look Good Feel Better's (LGFB) campaign was introduced in the US during a key time in the third sector calendar: National Cancer Control Month and National Volunteer Week.
The charity said it was important that women undergoing cancer treatment had experienced a sense of community and were able to find what makes them feel strong.
The support service for women has launched the #MoreThanMakeup hashtag which urges women to take selfies of wearing red lipstick in support of women who are going through cancer treatment.
The idea for the red lipstick came from when the charity heard that survivors were wearing the colour during treatment. Including two ovarian cancer survivors, LGFB participants and renowned singers, Tony and Grammy nominated Broadway star Valisia Lekae, and America's Got Talent semi-finalist Calysta Bevier.
The singers were awarded LGFB’s ‘Dream Girls’ gong at the charity's 2016 DreamBall.
Louanne Roark, Executive Director of LGFB told Cosmetics Business: “Speaking at the gala, Valisia said that every time she went in for chemotherapy she would put on her red lipstick.
“She wanted to feel in charge, to feel in control.”
Roark explained that Bevier explained that Bevier referred to make-up as a friend of hers during this tough time.
“She wanted to wake up to the strong symbolism red represents,” Roark added.
Roark claims the name ‘More Than Makeup’ was chosen to enforce how the charity goes beyond helping women to apply colour cosmetics - exceeding many users' expectations.
“We help women take care of their skin and deal with hair loss,” she said. “But they’ve now developed a community of women who share their experiences and many haven’t had that before.”
LGFB has also partnered with personal care brands to support its annual online auction.
Notable cosmetic brands donated: