Look Good...Feel Better 20th Anniversary Program Communicates Messages of Courage, Confidence, Hope

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1 Winter 2010 Volume 110 Number 1 Look Good...Feel Better 20th Anniversary Program Communicates Messages of Courage, Confidence, Hope The Look Good Feel Better Hope Is Beautiful 20th anniversary campaign highlights 20 years of helping women look more beautiful and, in turn, feel more hopeful about their recovery. The campaign was launched during Look Good Feel Better (LGFB) week, April 27 May 1, 2009, and continued throughout the year, spotlighting a series of exciting activities that celebrate the people served by the program and those who make it possible. The year-long activities included Hope Is Beautiful public service ad placements; broadcast, print, and online media coverage; Hope Is Beautiful honors presented to LGFB host sites; and recognition programs for volunteers, American Cancer Society staff, and supporter companies. Strategic partnerships were also an important part of the 20th anniversary celebration, helping to spread and amplify our message, raising awareness among our key audiences, engaging new audiences, and raising funds to support the program. A key element of the 20th anniversary program, the Women of Hope is Beautiful campaign was launched in April, initiating a nationwide search to encourage women to tell their story about cancer and the impact of LGFB, and to inspire others with their spirit. consistently conveyed a positive outlook and remarkable determination in the face of this disease. You can read many of the Women of Hope is Beautiful submissions on the Look Good Feel Better blog at The five Women of Hope is Beautiful winners were honored at the DreamBall on September 24, 2009, an annual black-tie charity gala at the Waldorf=Astoria that supports the LGFB program and the American Cancer Society. They received complimentary makeovers, courtesy of AVON, and were introduced at the event by fellow survivor Hoda Kotb, co-host of the NBC Today Show fourth hour. In addition, the Women of Hope is Beautiful honorees also participated in media activities highlighting the 20th anniversary of Look Good Feel Better and the 25th Anniversary of the DreamBall. The Women of Hope is Beautiful honorees: Lesley Bonner 39, Bellmore, New York Andrea Brown Buford, 52, Bartlett, TN Vicki Everhart, 59, Columbia, SC Aarika Johnson, 25, Castle Rock, WA Michele VonGerichten, 46, Port St. Lucie, FL After collecting hundreds of stories submitted, Look Good...Feel Better selected five women were selected as the Women of Hope is Beautiful winners. They are mothers and wives, sisters and daughters, and while they each fought an individual battle against cancer, they all benefitted from attending a Look Good Feel Better session, and L-R Aarika Johnson, Michele VonGerichten, Lesley Bonner, Andrea Brown Buford, and Vicki Everhart

2 Media Placements Help Raise Awareness Among LGFB Audiences The 20th anniversary celebration offers a unique opportunity to communicate LGFB information to a large audience of key constituents. Working with Ketchum Public Relations throughout the year to execute a national media campaign, we have reached more than 291 million consumers with information about LGFB. Some highlights include: Two LGFB segments on the NBC Today Show; the first on September 25, 2009, on the day after Hoda Kotb spoke at the DreamBall and a second on Tuesday, October 27, 2009, as part of a four-part Breast Cancer Awareness Month series, anchored by Kotb. You can view the October 27 clip at org/20thanniversary/happenings.htm The Associated Press posted a LGFB story in October that included interviews with Michelle VonGerichten, one of the Women of Hope is Beautiful honorees, volunteer Teresa Lopuchin, Louanne Roark, executive director of the Personal Care Products Council Foundation, and Dr. Mary Jane Massie of Memorial Sloan-Kettering Cancer Center. A range of print and online news outlets ran the AP article across the country, including outlets such as the Chicago Tribune, Baltimore Sun, Cleveland Plain Dealer, and ABCNews.com. The Reuters news wire service ran a LGFB story penned by a reporter who is a LGFB graduate and breast cancer survivor. To date, the article has appeared in multiple online outlets, including ABCNews.com and Yahoo! News. Better Homes and Gardens included LGFB in an October Breast Cancer Awareness Month feature highlighting products and services that benefit breast cancer research and survivors. Better TV produced a LGFB segment filmed the day after the DreamBall, which aired on October 30, Better TV offers syndicated news that airs in multiple markets across the country. To view the LGFB clip, visit org/20thanniversary/happenings.htm. The Women of Hope Is Beautiful audio news release was distributed to 135 radio stations nationwide in mid-september. Look Good...Feel Better Honors Health Care Facilities To recognize 20 years of success and the important work of health care providers/facilities in achieving this success, 30 health care providers and facilities were honored as part of the anniversary celebration. Recognized for outstanding participation and service to the Look Good Feel Better program, each of these facilities received a Look Good Feel Better 20th anniversary letter and Hope Is Beautiful certificate for their continued dedication and commitment to the program. Hospitals and Cancer Centers Honored: Alta Bates Summit Medical Center Oakland, CA Berkshire Medical Center, Pittsfield, MA Cancer Center of Blessing Hospital Quincy, IL Cancer Therapy and Research Center San Antonio, TX Dana-Farber Cancer Institute, Boston, MA Fox Chase Virtua Cancer Center Cherry Hill, NJ Good Samaritan Hospital San Jose, CA Guthrie Cancer Center - Robert Packer Hospital Sayre, PA Gwinnett Medical Center of Lawrenceville Lawrenceville, GA Hoag Hospital Newport Beach, CA Lake Regional Health System, Osage Beach, MO Lewis Gale Cancer Center Salem, VA Loran Smith Center for Cancer Support at Athens Regional Medical Center Athens, GA MacNeal Hospital Berwyn, IL Memorial West Hospital Pembroke Pines, FL Missouri Cancer Associates Columbia, MO Nassau University Medical Center Syosset, NY North Shore Hematology Oncology Associates Hauppauge, NY Northwest Community Hospital Arlington, IL O'Bleness Memorial Hospital Athens, OH Robinson Memorial Hospital Ravenna, OH Satilla Regional Medical Center Brunswick, GA St. John's Cancer Center Springfield, MO St. John's Mercy Medical Center Springfield, MO St. Joseph's Hospital Tampa, FL St. Rita's Cancer Center Lima, OH The Cancer Center at Heartland Regional Medical Center St. Joseph, MO Westside Regional Medical Center Plantation, FL White Memorial Medical Center Los Angeles, CA Yale New Haven Hospital New Haven, CT

3 Partnerships Raise Awareness and Funds S t r a t e g i c p a r t n e r s h i p s w e r e a l s o a n important part of the 20th anniversary celebration, helping to spread and amplify our message, raising awareness among our key audiences, engaging new audiences and raising funds to support the program. The Personal Care Products Council Foundation engaged a variety of companies to support the Look Good Feel Better program in 2009: OPI OPI, a member of the Personal Care Products Council Foundation Board of Directors, also celebrated their 20th anniversary. The company designated a portion of the proceeds from the sale of its Bubble Bath Nail Lacquer in July and August to benefit LGFB, with a minimum commitment of $25,000 to the Personal Care Products Council Foundation. OPI created a special point of purchase display, which provided information about the LGFB program and where to find the workshops. Nationwide, 10,000 salons received collateral materials, and OPI included the promotion in its bimonthly newsletter (circulation of 300,000 salons). Dior Beauty Last summer, Dior Beauty conducted a Pop of Color promotion in approximately 400 Macy s and Dillard s stores and a Kissed by Dior promotion in U.S. and Canadian Sephora stores, with a portion of the proceeds benefitting Look Good Feel Better. Going Once Going Twice. The second annual Dior Diva Online Auction was hosted October 1-10, Registrants bid on exciting items, including a trip to Paris and a onemonth internship at Dior Beauty and much, much more. Proceeds benefitted LGFB in the U.S. and Canada. Helping Hands Thousands of consumers purchased a special edition of Yves Rocher s Arnica Essential daily moisturizing hand cream through the Yves Rocher Web site and catalogues. For each purchase, Yves Rocher USA donated $2 to the Personal Care Products Council Foundation to benefit Look Good Feel Better. October NCA Salon Awareness Program More than 200 salons nationwide participated in the first LGFB salon awareness campaign in October as part of Breast Cancer Awareness Month. Thank you to all who helped make this effort a succes. Facelogic Facelogic Spas, a franchise spa company that operates 53 spas throughout the U.S., introduced a new facial to their menu of services in the spring and summer of 2009 to benefit LGFB. Throughout the year, Facelogic Spas donated a portion of each facial purchased to LGFB and provided information about the program. NuFace Carol Cole Company, partnering with the Personal Care Products Council Foundation, donated a portion of the proceeds from its pink NuFace device to benefit Look Good Feel Better. Visit their Web site to learn more. "Hope Is Beautiful" Public Service Ad Campaign Supported by Multiple Publishers The Personal Care Products Council Foundation worked with Ogilvy HealthWorld in New York to design a new Look Good Feel Better (LGFB) public service ad campaign for the 20th anniversary. The Hope is Beautiful ad series includes three consumer ads Hope, You, and Courage and one trade ad Caring, all designed with a cohesive look. The ads are available in print, and there is also an online banner ad format for consumer audiences. To date, the following consumer and trade magazines have placed the PSA or made a commitment to do so: May 2009: June 2009: July 2009: August 2009: Summer 2009: September 2009: Fall 2009: June Dec 2009 February 2010: March 2010: Harper's Bazaar, Redbook, Shape, Stylist Magazine (California and Ohio) Entertainment Weekly, People Magazine Ladies Home Journal, Colorcopia (OPI World News) Ladies Home Journal, Nails Magazine, Real Simple, Seventeen Estetica USA Health, Latina, More, Nail Pro Cure, American Salon, Modern Salon Time Inc. electronic properties (Banner ads) Self, Glamour, Architectural Digest, Vogue Glamour, Vanity Fair

4 DreamBall Raises $1.8 Million for Look Good Feel Better and the American Cancer Society Look Good Feel Better celebrated its 20th anniversary and the 25th anniversary of the Dream- Ball with a black-tie gala on September 24, 2009 at the Waldorf=Astoria in New York. Nearly 600 guests gathered to honor three respected industry leaders: Andrea Jung, chairman and chief executive officer of Avon; Cosimo Policastro, executive vice president of Fine Fragrance NA, Givaudan; and Greg Wasson, president and chief executive officer of Walgreens. The event raised $1.8 million to support the work of the Look Good Feel Better program and the American Cancer Society. The proceeds of the DreamBall are split 50/50 between the Personal Care Products Council Foundation (for Look Good Feel Better) and the American Cancer Society Eastern Division. The Eastern Division then dedicates 40% of its share to the American Cancer Society National Home Office to support the grassroots implementation of the Look Good Feel Better program. Thank you for your tremendous support and for helping us celebrate the 20th anniversary of Look Good Feel Better. Your generosity during these 20 years has made a distinct difference in the lives of thousands of women, said Lezlee Westine, president and CEO of the Personal Care Products Council during her remarks. Dr. Herb Zaretsky, president of the American Cancer Society Eastern Division said, We are grateful to you all for your continued support of the American Cancer Society and specifically the work of our volunteers and staff in helping women whose lives are changed forever when they receive a diagnosis of cancer. The DreamBall check was presented to Look Good...Feel Better and the American Cancer Society for the amount of $1.8 million.

5 DreamGirl, Hoda Kotb, co-anchor of the Today Show Fourth Hour and a breast cancer survivor, was honored for her courage in openly sharing her cancer treatment and recovery with millions of Today Show viewers. State Sunrise Award Winners Selected for 2009 Look Good...Feel Better State Sunrise Award Forty-four Look Good Feel Better volunteers were recently named winners of the 2009 State Sunrise Awards, based on their outstanding service, contributions and dedication to Look Good Feel Better. Collectively, they have reached thousands of cancer patients with useful information, tips, and techniques to help them cope with the challenges of cancer treatments. And, through the selfless giving of themselves and their talents, they demonstrate the kindness and caring that make volunteers such a vital part of Look Good Feel Better. The Look Good Feel Better State Sunrise Award is presented to volunteers who have demonstrated outstanding volunteer leadership. To be considered for the State Sunrise Award, a volunteer must participate in at least four Look Good Feel Better programs or activities during the year. Volunteers are nominated by American Cancer Society staff, peers, or self-nominated in three categories: (1) National Cosmetology Association (NCA) certified cosmetology volunteer, (2) non-nca Look Good Feel Better certified cosmetology volunteer, and (3) Look Good Feel Better general volunteer. Winners are selected in each category by the American Cancer Society Division staff responsible for Look Good Feel Better in their region. All state winners are then eligible for the National Sunrise Awards. A panel of six independent judges representing the Personal Care Products Council Foundation, American Cancer Society, and the National Cosmetology Association select the three national winners. If you are interested in nominating a volunteer who has made an exceptional contribution, or if you would like to nominate yourself, the 2010 application and criteria are available on the Look Good Feel Better Web site at

6 2009 State Sunrise Award Winners State NCA LGFB Certified General Volunteer Volunteer Volunteer Arizona Donna Shoemaker Nancy Hunter Jaqueline Pickett California Pat Garcia Rebecca Gabourie Beverly Shaw Colorado Sarah Foster Arlene Cope-Shaima Kathi Molinari Connecticut Lucinda D. Beaty Gina Ray Florida Helen Herndon Laura Cox Moon Georgia Kelli A. Vernay Beverly Stanley Hawaii Nancy Tanita Illinois Tracey Stills Maryland Avital Evgey Massachusetts Stella Apostolakos Vani Meconiates Karyl Benoit Missouri Beth Riley Montana Nancy Kiefer New Jersey Bashirah Brown New Mexico Deb Albin New York Dorothy Worthington North Carolina Betty Nokes Meg Turner North Dakota Violet Deilke Ohio Mindy Fairbanks Oklahoma Kathi Cooper Oregon Rod Rollins Pennsylvania Nancy Saporosa South Carolina Martha Warden Donna Gibson Texas Elena German Sherry Sherry Utah Sandi Graham Virginia Judy Cassino Catherine Fishback Washington Peggy Rose Webster West Virginia Kay Knowlton Wyoming Cleora Sorenson Susan Hedges

7 LGFB Participant Evaluation Results Offer Positive Insights Look Good Feel Better (LGFB) workshop participants who responded to the online evaluation during the first half of 2009 had high regard for the program. More than 96 percent of the women who responded to the evaluation rated LGFB as very useful or useful in improving their self-esteem and 95 percent indicated they were very satisfied or satisfied with the program. A nearly unanimous 98 percent would recommend LGFB to other cancer patients. Other noteworthy results include: Referrals: Nearly 47 percent of respondents heard about LGFB through their medical professional or hospital promotion; 18 percent were referred by local American Cancer Society offices; and 13 percent of respondents learned of LGFB through friends, relatives, or another cancer patient. Venues: Seventy-six percent of respondents attended a LGFB workshop at a hospital or cancer center; 6 percent attended at an American Cancer Society office. Demographics: The age of respondents was varied: 10.5 percent were 70-79; 32 percent were aged 60-69; 31 percent were aged 50-59; nearly 20 percent were 40-49; and slightly more than 3 percent were years old. More than 87 percent of the women were Caucasian, 4.2 percent were African American; and 2 percent were Hispanic/Latina. Cancer Diagnosis: Nearly 60 percent of respondents were being treated for breast cancer; 9 percent for ovarian cancer; and 8 percent for lung cancer; nearly 5 percent for lymphoma, and more than 3 percent for both colon/rectum and uterine or endometrial cancers. Program Access and Delivery: More thank 90 percent of attendees are either very satisfied or satisfied with the ability to access the program, the ease of registration, the organization and group format of the workshop, and the knowledge and professionalism of the volunteers. Make-up Kits: Ninety-seven percent of respondents stated they were either very satisfied or satisfied with the complimentary makeup and skin care kit. These results confirm that Look Good Feel Better is highly effective in program delivery, content, and outcomes (i.e. helping to raise a cancer patient s self-esteem), and is well known among health professionals who are providing the majority of the referrals. However, there is always room for more education of doctors, nurses, and social workers. And, please don t forget the influence of a trusted friend, family member, colleague, or fellow cancer survivor when considering who is in a position to offer information and a referral. Minorities (African Americans and Hispanics) appear to be under-served by LGFB, compared to their overall representation in the U.S. population. This presents a challenge and an opportunity to serve more cancer patients by making a concerted effort to reach minority audiences with LGFB information. Volunteers, American Cancer Society staff, and hospital coordinators, please remember to ask every participant to complete the online evaluation (it can be done on the LGFB Web site, www. lookgoodfeelbetter.org, or by phone through the LGFB toll-free number, LOOK.) The completed surveys help us learn about the effectiveness and consistency of the program, and they are reviewed by the staff of the Personal Care Products Council Foundation for followup action as needed. The information gathered helps to ensure high program quality and appropriate program content to meet the needs of cancer patients.

8 Print Materials Update Underway Work is now under way on a rebranding and update update of all Look Good Feel Better consumer print materials. With the help of in-kind creative support from Johnson & Johnson Consumer Products, this project will create a contemporary, more uniform and consistent look for Look Good Feel Better. The materials to be refreshed include the cosmetology recruitment brochure, the LGFB promotional brochure, the patient booklets (English and Spanish), the How to Conduct A Patient Session booklet, and the promotional posters. The project is expected to be completed by mid Professional Beauty Association and National Cosmetology Association Merge The Boards of Directors for the Professional Beauty Association (PBA) and the National Cosmetology Association (NCA) are pleased to announce that the membership of PBA and the delegates of NCA have agreed to the merger of NCA with PBA as its fourth section of membership. The merger was official on January 1, 2010, and NCA will join the current membership sections for manufacturers, distributors, and salon and spa owners. By forming this strategic alliance, all facets of the beauty industry will now be represented by a more unified and efficient trade association capable of maximizing member value and better able to serve the professional beauty industry as a whole, says Steve Sleeper, executive director of PBA. On behalf of PBA, we welcome the addition of licensed professionals to our membership and feel in the long term, all membership sections will benefit." "We re excited about this opportunity for the entire professional salon industry to be represented by one unified association, says Mark Goodman, NCA president. This merger will allow salon professionals to have access to more advanced education and an opportunity to build their career with integrity, as has long been the NCA mission." After the merger, the National Cosmetology Association will continue in its role as one of the three national collaborators in the LGFB program, working with the Personal Care Products Council Foundation and the American Cancer Society. For additional information on PBA and NCA, please visit and 7

9 For Your Information The next Area Trainer Training class will be held April, 17-19, 2010 in Chicago, IL. New LGFB Kit Security Device - For a number of years, the LGFB kits have been protected from tampering with a shrink-wrap film. Due to aging equipment and costly materials (petroleum-based plastics), we have changed the anti-tampering system to a simple and cost-effective plastic tag fastener. The plastic fastener prevents the LGFB kit zipper from being opened. Use of the plastic fastener device was implemented during the August 2009 LGFB kit assembly. The Personal Care Products Council Foundation continues to work with Council member companies that generously supply products for the LGFB kits. However, due to economic conditions, product donations are down this year. When necessary, we will add important updates about products on notes included inside the LGFB kits. Please instruct LGFB volunteers and participants to read all notes included inside the LGFB kits. LGFB exhibits will be at the following 2010 meetings National Hispanic Medical Association 14th Annual Conference March 25-28, in D.C. ONS 35th Annual Congress May in San Diego, CA. ASCO Annual Meeting, June 4-8 in Chicago, IL. National Association of Hispanic Nurses 35th Annual Conference July 22-24, in D.C. Follow Us!! Look Good...Feel Better is now on the following social media sites: Look Good...Feel Better is published three times per year by The Personal Care Products Council Foundation, th Street, N.W., Suite 300, Washington, D.C ; 202/ ; Fax 202/ ; Written by Foundation Staff. Edited and produced by Jana Kalish, Personal Care Products Council Coordinator, Marketing & Membership Services.