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LGFB

This article was originally published in The Rose Sheet

Executive Summary

First ad since 1997 promoting Look Good...Feel Better program will break in June issues of Marie Claire and Glamour followed by later launch in nearly 50 publications, organization says. LGFB hopes ad will increase program awareness among general public and participants. First ad in 1997 led to 23% increase in participants, group says. Sponsored by L'Oreal, ad shows prescription bottle filled with cosmetics and carries copy, "The latest cancer treatments aren't prescribed by doctors." Ad space was donated by magazines such as Allure, Elle, GQ, Harper's Bazaar, Latina, Jane and Rolling Stone

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LGFB

Number of calls coming into industry-sponsored Look Good...Feel Better program increased 300% in June after new ad campaign broke in consumer beauty books such as People, Harper's Bazaar, InStyle and Glamour. Campaign, sponsored by L'Oreal, is first promoting the program since 1997 (1"The Rose Sheet" April 30, Marketing In Brief). LGFB received commitment from 46 national magazines to run the ad, many of which are holding it for future dates. Organization also launches Web site 2beMe.org targeting teen cancer patients with information on hair loss, skin changes, nutrition and fitness

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