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Primark launches breast cancer awareness campaign


Primark launches breast cancer awareness campaign, including £1 million donation to cancer charities globally with $100,000 to Philly-based Living Beyond Breast Cancer

Primark’s third Breast Cancer Awareness collection launches October 1st and will include new products in the post-surgery range.

  • As part of this year’s campaign, the retailer will donate a total of £1 million to cancer charities, including $100,000 to U.S.-based organization, Living Beyond Breast Cancer

  • Customers invited to join in additional fundraising through in-store till fundraising initiative

In recognition of Breast Cancer Awareness Month, Primark has launched its latest Breast Cancer Awareness collection. Now in its third year, the collection includes 32 leisurewear, nightwear underwear and beauty products across two ranges: the post-surgery range, which includes specialist products developed for women experiencing breast cancer, and the solidarity range, a collection aimed at raising awareness during Breast Cancer Awareness Month. Alongside the product collection, Primark is donating a total of £1 million to cancer charities across Europe and the U.S., including a donation of $100,000 to Living Beyond Breast Cancer in the U.S. This is Primark’s largest ever donation to cancer charities and is part of Primark’s commitment to support and empower women, no matter what life brings.

The post-surgery range has been developed with comfort and support in mind and includes specialist underwear, leisurewear and nightwear products. The products have been designed using the latest in production innovations, designed to address the side effects of treatment and surgery, such as tenderness, hot flashes and swelling. Specialist product features include front zip closing options, wireless structures, and prothesis pockets. The post-surgery bras include a delicate lace detail bralette and a wireless t-shirt bra available in grey and cream. New to the collection this year are the post-surgery sports bra and post-surgery swimsuit and bikini. With prices starting from $9 the collection is available in select stores starting October 1st and will be available year-round.

This year’s solidarity range will be available in all U.S. starting October 1. The range will include half zip hoodies, joggers, embroidered t-shirts and hero beauty times with prices starting from $4.50. Over half of this year’s entire Breast Cancer Awareness collection is made using recycled or more sustainably sourced materials.

This year’s £1 million donation will go towards raising awareness of the importance of self-examination and ensuring world-class research and services can continue to be provided to women affected by cancer, including a $100,000 donation to Living Beyond Breast Cancer, a Philadelphia-based organization that helps people diagnosed with breast cancer understand their options, make informed decisions, and connect to people who have been where they are.

In addition to the $100,000 donation, Primark is inviting U.S. customers to support Living Beyond Breast Cancer through an in-store till fundraising initiative that will be live in stores across the U.S. from October 2 through October 15. All of the proceeds of the till fundraising will be donated to Living Beyond Breast Cancer. Additionally, Primark will be hosting an in-store event at their King of Prussia store in Pennsylvania on Saturday, October 21 alongside Living Beyond Breast Cancer. For more information on the in-store event and fashion show, sign up here for Primark email communications.

“At Primark, it’s the people who matter most, and this Breast Cancer Awareness Month and beyond, we are proud to offer accessible products, and monetary and moral support to those impacted by cancer,” said Kevin Tulip, President of Primark U.S. “We’re particularly excited to partner again with the local Philly community through our support of Living Beyond Breast Cancer and look forward to an exciting event where we can continue to build awareness of the disease and showcase that products made specially for the comfort of those impacted can be accessible, at an affordable price point.”

"Living Beyond Breast Cancer is thrilled to be partnering with Primark in its Breast Cancer Awareness campaign this year and celebrating this partnership with a fashion show on October 21 at its King of Prussia store. It's such an honor that Primark will be amplifying our community's experiences and stories at this event,” said Jean Sachs, CEO of Living Beyond Breast Cancer. “With a mission to offer trusted information and a community of support to all people impacted by breast cancer, Living Beyond Breast Cancer is proud that we are one of the highest ranked breast cancer charities in the United States. For 18 straight years, we have earned a 4-star rating from Charity Navigator, the highest possible ranking for financial health and accountability. Primark's customers can feel secure in knowing that their purchases will support our mission and community."

From October 1st, customers will also be able to browse the collection on the Primark website and check availability of their favorite products using the stock-checker before heading to their preferred store.

Primark post-surgery range - seamfree bra
Primark post-surgery range - black lace bra
Primark post-surgery range - PJ set and Snuddie

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