Emmy Rossum to act as official spokesperson of Pinkitude

14 Aug '08

3 min read

Things are getting even rosier for MGM Consumer Products' new cause-related marketing initiative, PiNKiTUDE, with the announcement that actress Emmy Rossum has signed on as PiNKiTUDE's official spokesperson.

The Golden Globe-nominated actress, who stars as Bulma in the upcoming feature film "Dragonball," and who has starred in "Mystic River" (as Sean Penn's daughter), "The Phantom of the Opera" (as Christine) and "The Day after Tomorrow" (as Jennifer Ramsey), will assist MGM Consumer Products and Susan G. Komen for the Cure in sharing life saving breast health messages with young women everywhere through the PiNKiTUDE campaign.

A minimum of 5% of the sales of the modern fashion line targeting teen and young adult women will be donated to Susan G. Komen for the Cure, the global leader in the breast cancer movement.

PiNKiTUDE will kick off with a series of events, starting with an invitation-only reception hosted by Ms. Rossum and featuring celebrity deejays Spinderella (of Salt 'n' Pepa) and Sean Patrick this month.

Also on tap, is launch of the first PiNKiTUDE "Pop Up Store" which will open on Saturday, August 16th at 1p.m. The public is invited to this event, which will be held at Xin Boutique, 8064 Melrose Ave. in Los Angeles.

"As a young woman whose family has personally been affected by breast cancer, I am grateful for the opportunity to help raise awareness of this disease by sharing my 'PiNKiTUDE' with young women everywhere," said Emmy Rossum.

"I hope to inspire women like myself to practice breast self-awareness and to encourage them to live a healthy lifestyle. I am proud to support Susan G. Komen for the Cure and their promise to end breast cancer forever."

The PiNKiTUDE brand initiative is devised to educate young women and teens on the importance of breast self-awareness, early detection and treatment of breast cancer while also stressing the importance of a healthy lifestyle.

Leveraging the strength of MGM's media assets and corporate relationships to reach consumers on-air, online, at retail, and through their favorite media, proceeds from the retail merchandise and events will raise critical funds for Komen for the Cure's ongoing research and community outreach campaigns.

The PiNKiTUDE fashion brand is a bold approach to life inspired by MGM's beloved and iconic Pink Panther.Encouraging women to live life completely; take care of their mind, body and spirit and trust in their own identity. The PiNKiTUDE initiative starts now and will culminate in October, which is National Breast Cancer Awareness Month.

MGM

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