Rite Aid used exclusive promotions from Revlon Inc. and Procter & Gamble to drive its “Breast Cancer Awareness Month” activity this year.The drugstore chain again joined with Revlon to stage a third annual "Giving is Beautiful" campaign (see “Rite Aid, Revlon Capture …” in Related Articles), this year promising a $1 donation to the nonprofit Entertainment Industry Foundation for each purchase of one of three SKUs between Oct. 1 and Dec. 31 (up to $25,000). The promotion was communicated through circular features on Oct. 13 and Oct. 20, dedicated shelf trays and posts on the retailer's Facebook page.A corresponding "Your Story, Your Shade" contest (see “Rite Aid, Revlon Tell …”) again requires entrants to submit a name for a pink nail color and an accompanying story “honoring someone in your life that has been affected by cancer.” Entry runs on the retailer's Facebook page from Oct. 14 to Nov. 2. Facebook and Twitter updates support.Revlon selects two entries that will be produced as limited-edition SKUs to be sold exclusively at Rite Aid next spring. (See "Revlon Rite Aid 'Share Your Strength' Shelf Tray" at right to view the 2012 winners.) Public voting on Facebook in December will choose the grand-prize winner, who receives a trip to New York in May 2014 to attend the annual "EIF Revlon Run/Walk for Women" fundraising event.This year's collaboration also included a pair of "one day only" digital coupons — one promising $5 off at checkout with purchase of two select lip or nail SKUs on Oct. 16, the other delivering $4 off a lip product on Oct. 23. The coupons were printable from the Facebook page.Meanwhile, Rite Aid teamed with P&G to promise Wellness+ loyalty cardholders $10 in +UP Rewards with purchase of $30 worth of select products from Sept. 29 through Oct. 26. Endcap headers and multi-brand shelf trays plugged the offer while promoting P&G’s national “Early Detection Saves Lives” program. (See “P&G brandSaver …”) The endcaps stocked SKUs from brands including Pantene, Always and Tampax. A front-page circular feature on Sept. 29 touted the promotion and the cause. (See Related Promotional Activity.)Stores also stocked shelf trays from P&G's CoverGirl promoting the brand's national pledge of $1 to the National Breast Cancer Foundation for each purchase of a LashBlast “Clump Crusher” mascara.In other activity last month, shelf blockers from General Mills' Yoplait touted the brand's “Save Lids to Save Lives” program. (See “Yoplait Looks … ” ) Rite Aid also used Facebook and Twitter updates to direct consumers to breastcancer.org, a nonprofit providing information about risk factors and treatment options.