Pink Collection: bonprix campaigns for early detection of breast cancer for the fifth year running

The international fashion company is once again presenting its ‘Pink Collection’ – a limited edition range of lingerie items that carry an important message: sewn-in instructions for breast self-examination. Since 2017, bonprix has been working in partnership with Brustkrebs Deutschland e.V. (Breast Cancer Germany) to use its wide reach among its predominantly female target group to raise awareness of the important issue of individual breast cancer screening. For its seventh collection, bonprix has used materials such as organic cotton and recycled polyester.

Integrating a serious topic into everyday life with a little lightness – that is the idea behind the Pink Collection, which bonprix is presenting for the fifth year running in October, Breast Cancer Awareness Month. "Lingerie is something to feel good in and wear every day. It represents an intimate moment in which one's own physicality can be experienced and celebrated in a positive way. It's a good opportunity to remind ourselves of the importance of self-care," explains Rien Jansen, Managing Director of Purchasing, Marketing and Retail at bonprix Handelsgesellschaft.

Since 2017, bonprix has been working with the association Brustkrebs Deutschland e.V. to raise awareness of the important issue of early breast cancer detection and encourage regular breast self-examination. ‘It is a matter close to our hearts to support Brustkrebs Deutschland e.V. and use our reach to raise awareness among our customers about individual early detection of breast cancer. With the Pink Collection, we have created an opportunity to communicate this message through our products, and it has been very well received,’ Rien Jansen continues.

A Pink Collection bra can do more

A small paper brochure sewn into the tops of the Pink Collection is noticeable when putting them on: it contains instructions for examining your own breasts and further information. The brochure can be easily removed from the garment and kept for future reference, serving as a constant reminder of the importance of prevention.

The current Pink Collection includes bras and briefs in colour combinations of black, white, pink and, of course, pink. Some of the pieces are embellished with lace and trendy polka dots. New for the first time: comfortable pyjamas in pink with a heart print. Sustainable materials such as organic cotton and recycled polyester have been used in the collection. It will be available from 14 October 2021 in the bonprix online shops in Germany, Austria and Switzerland, and the bonprix store in Hamburg city centre will also offer a selection of the styles.

High reach via social media

In order to reach its customers with this important topic, the fashion company bonprix is making targeted use of its social media presence and placing several posts during Breast Cancer Awareness Month in October that encourage people to integrate self-examination into their daily routine. These measures are accompanied by various influencers on Instagram. The Pink Collection also has a central placement in the online shop with an informative subpage.

Renate Haidinger, chairwoman of the Brustkrebs Deutschland e.V. association, is delighted about the ongoing continuation of the joint initiative with bonprix: ‘The great commitment and reach of partners such as bonprix help us immensely in our task. The experience gained from working together in recent years shows that this enables us to make important progress in raising awareness of early detection of breast cancer.’