Management Practices

Capturing Some Pink Ink

Stacey Soble | July 10, 2011 | 2:42 PM
In Suffren, New York, local businesses gathered together for a pink cause, and generated some positively pink ink. Mystic Images, a salon owned by Gina Bertolino, partnered with the Rockland County Cancer Institute to present the "The Mystic Makeover Fashion Show for Breast Cancer Awareness" in early October.

Held outside the salon during one of the town's street fairs, the show had three goals: to provide makeovers for local women with an emphasis on breast cancer survivors and their families; to showcase the Institute during National Breast Cancer Awareness Month; and to co-market area merchants and the Chamber of Commerce to create a well-rounded, locally enriching event. Local businesses High Style, Victoria's Bridal and Crumbs Bakery contributed their time and talents to make the event a success.

Anyone who wore pink to the event was automatically entered to win their own salon makeovers, and attendees were invited to purchase pink ribbons the day of the show to wear throughout October. The salon also sold raffle tickets for a gift basket of beauty products and the bakery donated a portion of each dessert sale through the month of October to the cause.

The event was covered by the local media, including ezines The Ramapro Times and SuzySaid, as well as being featured in Avon's employee publication. (Avon R&D is located in Suffren.) Aury Licata, the president of the Suffren Chamber of Commerce, said the makeover fashion show set an exemplary standard for what commerce should be doing with the local community.

For more than two decades, Gino Bertolino and her team of professionals have cared for clients in all seasons of life—from weddings to births to disease. "For years, we've supported worthy causes," says Bertolino. "Our clients represent only a small fraction of women and a disease needeing more attention. And if this fashion show can further breast cancer support, awareness and a day of laughs to balance the tears, then we're going to do our part."

Catch a little footage of the fashion show.


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