By Stef Schwalb
I know why you tune in every week…for the City Pulse snark. Yah, everyone does, no shame in that game. But every once in a while even we, the queen bees of fresh, need to take a step back and talk shop. So here it is: the ‘C’ word. Nobody ever in life wants to hear it – let alone be diagnosed with any form of the disease. And because the effects of cancer are so devastating to women everywhere who suffer from it (and those that love them), we at BN loudly applaud compassionate companies who find innovative new ways to help conquer it. And what is one of the most visible effects of the affliction? Hair loss, of course. I’m sure your mind goes directly to the courage of Melissa Ethridge strutting her fabulously bald stuff on stage and what a strong statement that made, effectively making the disease impossible to ignore. You go girl! So in tribute that that kind of winning spirit, the strand specialists at PANTENE have decided to play their part and come out fighting strong in this war against cancer by getting seriously proactive. What are they up to? This absolutely brilliant and thoughtful new program called BEAUTIFUL LENGTHS, which launches on July 13th with quite a bang… more on that below.
Beautiful Lengths is an initiative that encourages women and men to grow, cut, and donate their healthy hair to create wigs for women who have lost their locks due to treatment. What could be more personal than that? Pantene Beautiful Lengths is working with HairUWear to design some seriously stylie wigs, and hair will be collected through January 2007. So there’s plenty of time yet to grow out those tresses! This is a very similar program to Locks of Love, which makes hairpieces for children in need. But Beautiful Lengths is the very first campaign of its kind to work toward adorning and empowering adult women. Rah Pantene!
Pantene kicks off their giving mission with a generous $1 million donation to the ENTERTAINMENT INDUSTRY FOUNDATION’S WOMEN’S CANCER RESEARCH FUND. And get a load of the serious star power behind them…sexy screen siren and award-winning actress, Diane Lane, is signed on as the campaign’s official spokesperson, and will cut her own silky strands during the launch to get this party started right. She will be shorn live on NBC’s “Today Show” to inspire others to join her in helping to demonstrate solidarity with, and beautify women undergoing cancer treatment.
There are some specific requirements to be eligible to donate, but the process is really a breeze. For more information about this spectacular program, and to sign up to receive a free donation kit, log onto: http://www.beautifullengths.com. This is the perfect way to combine beauty and compassion and show some real unity for the sisters out there who need our love and support the most. And hey, it’s right on time to shed those long locks and go bare for summer!