LGFB
This article was originally published in The Rose Sheet
Executive Summary
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