October is Breast Cancer Awareness Month - a time when communities, individuals, charities, and brands join forces on a variety of initiatives to support people affected by cancer. 

This year is especially significant for UK cancer support charity Look Good Feel Better (LGFB), as they celebrate their 30th anniversary. Over the years, LGFB has helped countless women and men going through cancer treatment. Through their free virtual and in-person workshops, they provide much needed support teaching about skincare, makeup techniques, and hair loss solutions to those struggling with the visible side effects of cancer. What may seem superficial to some becomes a critical element of self-care for cancer patients who face drastic changes in their appearance.

Why beauty matters during cancer treatment

It can be easy to dismiss beauty routines as frivolous, but for people going through cancer treatment, skincare and makeup can become lifelines to normality. 

Statistics show that one in seven women in the UK will be diagnosed with breast cancer, with nearly half of them under 50 and still actively engaged in their careers. As you can imagine, maintaining their external appearance when so much is changing can be a huge emotional struggle, which in turn can impact on a woman’s self-esteem and mental health.

For many, skincare routines and wearing makeup are an integral part of their identity. When illness disrupts these routines, it can feel like part of who they are is slipping away. This is where organisations like LGFB step in with their practical tools and emotional support to help individuals maintain or regain a sense of normality. 

The importance of non-toxic skincare

The skin is the body’s largest organ, and during cancer treatment, it can become incredibly sensitive and prone to damage. 

Chemotherapy and radiation often cause drastic changes in the skin’s texture and sensitivity, and everyday products that worked well before might suddenly become too harsh. Thankfully with the ever-growing demand across the board for clean, non-toxic, and gentle products, there’s more great quality options than ever available to support cancer patients. 

And of course, we’re not just talking about women here. With a rapid rise in demand for male focused skincare products, men undergoing cancer treatment also need support with their significant skincare challenges. 

Brands that cater to both genders demonstrate inclusivity and awareness. And offering products that are suitable for sensitive, compromised skin is not just good business, it’s compassionate, value-driven business.

The emotional impact of hair loss

One of the most emotionally challenging side effects of cancer treatment is hair loss. For men and women, hair is tied to self-image, and losing it can lead to a profound sense of identity loss and have a serious impact on confidence. 

Watermans, one of our Whitewater clients, understand this impact all too well. The company was born out of the personal struggle with hair loss by Founders Gail and Matt Waterman. And, since its inception in 2012, they’ve donated products to chemotherapy wards around the UK to help chemotherapy patients. 

Their initiative is a prime example of a brand that understands the power of its platform to do good, and in turn, this kind of selfless action strengthens their brand reputation and builds long-lasting customer loyalty.

The power of brand alignment 

At Whitewater we believe in the power of brand alignment, and especially when it comes to developing a purpose-driven relationship between businesses and charities. 

For cosmetics brands, and particularly ones wanting to be brands for good, Breast Cancer Awareness Month brings unique opportunities to partner with organisations like Look Good Feel Better, and support a cause that deeply resonates with your audience. This isn’t just an opportunity to give back and show your commitment to making a positive impact; it’s also a strategic way to build your brand reputation.

Brand alignment isn’t just about visual appeal and a catchy slogan – it’s about making sure your values resonate with your target audience. Today’s consumers, especially Millennials and Gen Z’s, are looking for brands that prioritise ethics, sustainability, and social responsibility.

At Whitewater, we strongly believe that the power of a standout brand lies in its power to do good. When your branding is strong, and your business is profitable, you have the freedom to give back in meaningful ways. Whether it’s product donations, financial support, or even collaboration on campaigns, aligning your brand with a cause that fits your values is a savvy, purpose-driven move. It’s not just about looking good; it’s about showing up in ways that matter.

How emerging brands can align their brand with a purpose

For smaller and emerging cosmetics brands, partnering with charities or supporting meaningful causes can seem like a daunting task, especially if budgets are tight. 

But don’t let that stop you! Here are a few strategies that developing brands can use to align yourself with a purpose-driven mission:

• Start small, think big: You don’t have to donate thousands of products to make an impact. Think about offering limited-time promotions where a percentage of sales are donated to a charity. This not only supports the cause, but also engages your customers in something bigger than the product.

• Collaborate on awareness campaigns: Breast Cancer Awareness Month, for example, is a perfect opportunity to collaborate with cancer charities on social media campaigns or create content that educates your audience on the importance of skincare during cancer treatment. Even a single Instagram post supporting the cause can start to build a positive narrative around your brand’s values.

• Offer specialised products: Adapt a range of products specifically for sensitive skin or launch a limited-edition line during Breast Cancer Awareness Month with a percentage of proceeds going to cancer charities. This not only shows your brand is tuned in to the needs of those going through cancer, but also highlights your commitment to ethical, conscious business.

• Be transparent about your values: Do not underestimate how smart consumers are these days – they can tell when a brand’s support for a cause isn’t sincere. Be clear about your values and show that your support for cancer charities is part of a long-term commitment, not just a one-off marketing opportunity. Authenticity is key here!

We can all agree that branding is not just focused on what your business looks like – what it stands for is just as important. 

Events like Breast Cancer Awareness Month offer big opportunities for cosmetics brands to align their values with causes that support their customers in meaningful ways. Whether through partnerships with charities like Look Good Feel Better, product donations like Watermans, or simply raising awareness, the best brands find ways to do good while doing business.

At Whitewater, we’re here to help brands navigate and maximise the opportunities available to them through cutting edge marketing strategies. If you’re ready to make big waves in the industry with your brand, and would like our support, get in touch.