Media Release

WEDNESDAY, 24 MARCH 2010

Go Pink at the Hairdresser this October

Hundreds of hairdressers across Australia will go pink this October as part of pink me!, a fundraising campaign aiming to raise thousands of dollars for the McGrath Foundation in celebration of Breast Cancer Awareness Month.

The pink me! campaign will see the release of a limited edition pink eco-towel for salons by Easydry, with $25 from every box sold donated to the McGrath Foundation. The McGrath Foundation educates young women to be breast aware, and also funds McGrath Breast Care Nurses in communities right across Australia to support women diagnosed with breast cancer, and their families.

In addition, salon staff will be encouraged to wear pink clothing or accessories, and to introduce a pink theme to their salons for a day, week, or even the whole of October.

The biggest collaboration between salons and manufacturers, such as Easydry, L’Oréal, Boutique Marketing, and salon software specialist Shortcuts, that hairdressing has ever seen, it is hoped that pink me! will become an annual event. Salons already on board for the campaign include the award winning Sublime, Suki, and Jools for Jim.

General Manager of Easydry, Gavin Hinton, hopes hairdressers across Australia will get behind the campaign. “We want as many salons to get on board as possible, so that clients can’t miss the message that pink is perfect during October,” Said Gavin,

Executive Director of the McGrath Foundation, Tracy Bevan, believes the pink me! campaign will get women talking about breast cancer, and raise funds to help support women right across Australia who are experiencing breast cancer, as well as their families.

“Like most women, I enjoy going to the hairdresser, as it can be quite a social experience. A salon is an ideal environment to promote the importance of breast awareness in younger women, and I personally can’t wait to see my salon pinked out this October!” said Tracy.

A number of major names are getting involved in pink me!, including 2009 Australian Hairdresser of the Year, Caterina DiBiase, of Heading Out salon in Melbourne.

"This is a great opportunity for Australian hairdressers to send a message to their team, clients and community. We really can make a difference by supporting the great work of the McGrath Foundation this October.  Heading Out will be 100% behind pink me!, and I hope the rest of the industry will too," said Caterina.

How salons can get involved and join the pink me! movement:

• Switch to limited edition pink Easydry eco-towels for October.
• Easydry will donate $25 to the McGrath Foundation for every box of pink towels purchased.
• Use your pink me! towels and display the in-salon promo pack during October.
• Get your team to wear pink clothing or accessories
• Ask clients to make a small donation ($2 to $3) when they visit the salon

To get involved in the national pink me! movement, visit www.pinkme10.com or call 1300 071 714 to find out more.

For press enquiries please contact Su Clark on su@cococoms.com or Gavin Hinton on 1300 071 714.

For more information, please contact Eleanor Garth, Media and Community Liaison Officer at the McGrath Foundation, on (02) 8962 6100 or Eleanor@mcgrathfoundation.com.au.