bonprix Raises Awareness for Early Breast Cancer Detection with Campaign and Lingerie Collection

Since 2017, the international fashion brand bonprix, in collaboration with Brustkrebs Deutschland e.V., has been striving to raise awareness among women about the importance of early detection of breast cancer. This fall, a widely conceived campaign titled “Small Routine. Big Impact” is at the forefront of their activities, offering support for self-examination of the breast. Through this, the company aims to raise awareness, particularly during the international Breast Cancer Awareness Month in October.

Breast cancer is one of the most common cancers in women. The earlier it is detected, the better the treatment options and chances of recovery. Regular self-examination plays a crucial role in this. With its annual awareness campaign, bonprix encourages women to establish this vital monthly routine.

“Breast cancer is a very sensitive issue that can affect many of us directly or indirectly. Being a fashion brand with a predominantly female clientele and extensive reach, we want to help women overcome their apprehensions and encourage them to make breast self-examination a positive routine,” says Carolin Klar, CEO responsible for procurement, sourcing, and corporate responsibility at bonprix.

The Campaign

The extensive international digital campaign, developed in conjunction with the digital agency oddity, focuses on the fact that a monthly breast self-check takes just eight minutes. Under the slogan “Small Routine. Big Impact,” bonprix encourages women to take their health into their own hands and spend just eight minutes on this crucial preventive measure. Accompanied by a symbolic “8” that transforms into the infinity sign and suggests breasts, bonprix aims to convey this essential message with a touch of lightness. A central element is always a guide to self-examination available for download and print as a PDF. This is based on a dedicated landing page in the online stores and posts on the brand’s social media channels.

“October, being the global Breast Cancer Awareness Month, is a pivotal time to highlight the importance of early detection of breast cancer. It’s close to our heart to continually bring this issue to the forefront,” explains Carolin Klar. Therefore, the campaign will not only run in October but will continue until the end of the year, and the commitment is set to proceed into 2024.

The Pink Collection

Part of the awareness campaign is the limited “Pink Collection” lingerie range, which was launched in 2017 and is reintroduced every fall in the bonprix webshop. This year, it features a two-tone padded bra with a bow detail and a bustier twin pack in magenta-red and beige made from recycled polyamide, as seen in the campaign images. For the first time since 2017, bonprix is offering the Pink Collection beyond the German-speaking region in many other European markets.

Support for Brustkrebs Deutschland e.V.

Through its commitment, bonprix not only aims to advocate for women’s health but also to support the organization Brustkrebs Deutschland e.V., celebrating its 20th anniversary this year, in its significant work. In addition to the impactful awareness campaign, the fashion company also donates a fixed amount to the organization annually.

Renate Haidinger, chairwoman of Brustkrebs Deutschland e.V., appreciates the long-standing partnership: “With the help and invaluable initiative of partners like bonprix, we can reach many more women across different channels and collectively highlight the crucial issue of early breast cancer detection.”

About bonprix

bonprix is an internationally successful fashion and e-commerce company. Founded as a catalog mail-order company in Hamburg in 1986, bonprix now employs around 2,900 people worldwide. Over 16 million active customers in more than 25 countries primarily shop for clothing and accessories for men, women, and children, as well as home and living products, in the bonprix webshops and apps. As a vertical fashion brand, bonprix exclusively sells its fashion range, renowned for its excellent value for money.

In the fiscal year 2022/2023 (ending February 28, 2023), the bonprix Group generated a turnover of 1.76 billion euros, making it one of the highest-grossing companies in the Otto Group. In Germany, www.bonprix.de is one of the largest online shops, ranking fourth among online shops with fashion as their primary product segment.*

*Source: Ranking of highest-grossing online shops “E-Commerce Market Germany 2023” by EHI Retail Institute/ecommerceDB.