WHAT'S better than shopping? Well, it would have to be shopping and doing your bit for a worthy cause.

And Watsons' initiatives during Breast Cancer Awareness Month - celebrated every October - are among the more visible ones around.

The annual tie-up between the personal-care store and Breast Cancer Foundation (BCF) not only raises awareness of the No. 1 cancer killer among women in Singapore, but it also raises funds for the non-profit organisation.

For every product bought from Pink Shelves at 40 Watsons stores islandwide, which will be launched on Sept 22, the company will donate 10 cents to BCF.

Selections on the Pink Shelves range from beauty products such as facial cream to health food like bird's-nest drinks, to personal-care products such as toothbrushes.

Consumers can also show their support by buying BCF pink-ribbon pins at $5 each at Watsons stores. All proceeds from the sale will go to BCF.

Said Ms Cathy Yeap, managing director of Watsons Personal Care Stores: "With breast cancer continuing to be the No. 1 cancer killer among women in Singapore, Watsons strongly feels that our support for the fight against this disease should continue."

On average, about 1,492 women are diagnosed with breast cancer annually, with at least 354 lives lost every year.

This year, Watsons hopes to raise a total of $100,000 for the foundation, compared to last year's $80,000. The funds raised will go to BCF's public outreach programmes.

BCF president Noor Quek said: "Our programmes aim to raise awareness for the early detection of breast cancer so that chances of recovery are significantly enhanced."

In the spirit of getting into "the pink of health", BCF and Watsons will also be organising a 3.8km Pink Ribbon Walk around Marina Bay.

The Watsons Pink Ribbon Walk and Carnival 2011 will take place on Oct 1 at the Waterfront Promenade in Marina Bay.

The carnival's focus this year is on family, who have a vital role to play in a breast-cancer patient's battle with the disease.

Said Mrs Quek: "This is because no woman needs to be alone in their fight against breast cancer. It is important that she has the support of her family and loved ones to be her pillars of strength during this trying time."

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