Emmy Rossum is Pinkitude Spokesperson
Emmy Rossum is Pinkitude Spokesperson

LOS ANGELES, Aug 13, 2008 / FW/ — The Pink Panther is back and he a new girl, Emmy Rossum of the ‘Phantom of the Opera’ fame. MGM, owner of the Pink Panther franchise, through its Consumer Products division is launching ‘PiNKiTUDE’, a new initiative in collaboration with Susan G. Komen for the Cure®

With Emmy Rossum as the official spokesperson, MGM through its PiNKiTUDE campaign will share life saving breast healt messages with young women everywhere. As part of the campaign, a minimum of 5% of the sales of the modern fashion line targeting teen and young adult women will be donated to Susan G. Komen for the Cure(R), the global leader in the breast cancer movement.

“As a young woman whose family has personally been affected by breast cancer, I am grateful for the opportunity to help raise awareness of this disease by sharing my ‘PiNKiTUDE’ with young women everywhere,” said Emmy Rossum. “I hope to inspire women like myself to practice breast self-awareness and to encourage them to live a healthy lifestyle.”

As part of the initiative, PiNKiTUDE will kick off with a series of events, starting with an invitation-only reception hosted by Ms. Rossum and featuring celebrity deejays Spinderella (of Salt ‘n’ Pepa) and Sean Patrick this month.

Also on tap, is launch of the first PiNKiTUDE “Pop Up Store” which will open on Saturday, August 16th at 1p.m. The public is invited to this event, which will be held at Xin Boutique, 8064 Melrose Ave. in Los Angeles.

Leveraging the strength of MGM’s media assets and corporate relationships to reach consumers on-air, online, at retail, and through their favorite media, PiNKiTUDE is devised to educate young women and teens on the importance of breast self-awareness, early detection and treatment of breast cancer.

The PiNKiTUDE initiative starts now and will culminate in October, which is National Breast Cancer Awareness Month.