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Kim Cattrall to be donning famous target t-shirt as face of camp
Apr '10
Rethink Breast Cancer and the Joe Fresh Style brand are taking the annual Fashion Targets Breast Cancer Campaign to a new level this spring. Canadian actress Kim Cattrall will be donning the famous target t-shirt as the face of the campaign. In addition, the Joe Fresh Beauty collection will introduce a signature colour of nail polish, from its brand new nail polish line, to benefit the cause. The proceeds from both the t-shirt and the nail polish colour will be donated to Rethink Breast Cancer.

This year's Joe Fresh Style Fashion Targets Breast Cancer t-shirt, will be distributed through the Loblaw network of stores across Canada starting May 1, 2010.

"I can't think of a better way to look stylish this season than to wear a t-shirt that raises money for Rethink Breast Cancer," says Kim Cattrall.

Rethink Breast Cancer is a bold charity that supports young people affected by and concerned about breast cancer through innovative education, research and support programs. "Our partnership with Loblaw, now in its second year, allows us to reach millions of Canadians through the Loblaw network of stores," says MJ DeCoteau, executive director of Rethink Breast Cancer. "Fashion Targets Breast Cancer has raised over $1.5 million since 2001, but just as important as fundraising, is the opportunity to educate everyone about breast health."

The 2010 Joe Fresh Style Fashion Targets Breast Cancer t-shirt is a classic crew neck style that features the multi-ringed target in three complementary hues of sophisticated reds – wine, berry and fuchsia.

Coinciding with the Fashion Targets Breast Cancer campaign, the Joe Fresh Beauty collection is launching 27 new nail polish colours. To help increase the funds raised this year, a signature Joe Fresh Style wine coloured nail polish has been created to match one of the rings in the 2010 target logo. The proceeds from this shade will be donated to Rethink Breast Cancer.

"We had an overwhelmingly positive response to the launch of the Joe Fresh Beauty collection in 2009. We decided to share that excitement by creating a fundraising opportunity with Rethink and creating a nail polish colour exclusively for Fashion Targets Breast Cancer," says Joe Mimran, Creative Director, Apparel, Home and Entertainment, Loblaw Companies Limited.

Loblaw Companies Limited

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