October is traditionally one of the highlights of the year for luxury brands to demonstrate their commitment to corporate social responsibility. A major cause for a sector whose clientele is predominantly female, the fight against breast cancer gives rise to capsule collections and limited editions, charity events, and external and internal awareness campaigns. This year marks the 25th anniversary of Ralph Lauren’s Pink Pony initiative.

Every year, boutiques, shopping centers, and monuments are decked out in beautiful shades of pink. More than just a stylistic flourish, this approach demonstrates a renewed commitment to Pink October. Participating brands offer limited-edition products, experiences, and even special events (charity events, auctions, awareness workshops, etc.) to support research and their customers.

Luxury brands have been particularly involved for more than 20 years because breast cancer is a battle that can affect one in eight women during their lifetime. In France alone, an estimated 61,214 new cases are detected each year (2023 figures). And the incidence rate is only increasing. A study by the French Society of Preventive and Personalized Medicine published this month reports a 63% increase in the number of early-onset breast cancers (women aged 30 to 40) in thirty years. This phenomenon is due to aggravating hormonal factors (lower age of puberty, increase in the age of first pregnancy, etc.) and changing lifestyles (increased alcohol consumption, more sedentary and stressful lifestyles, prolonged exposure to endocrine disruptors, etc.).

An Atlantic origin

While October is now synonymous with International Breast Cancer Awareness Month, the movement began in 1985 in the United States. The American Cancer Society (ACS), in collaboration with the anti-cancer drug manufacturer Imperial Chemical Industries, launched the first Breast Cancer Awareness Month. The goal was clear: to encourage women to get screened as early as possible.