Soft & Dri Partners with Play for P.I.N.K. to Benefit Breast Cancer Research

Newhall Laboratories announced that its Soft & Dri brand is partnering with Play for P.I.N.K., a non-profit organization that raises funds for breast cancer research. Beginning July 1, sales of specially-marked Soft & Dri stick and aerosol products sold in North America will support a $10,000 donation to the organization.

In addition to being featured on-pack, the Play for P.I.N.K. logo was prominent in a Soft & Dri ad distributed in Sunday newspapers nationwide on 7/28. The partnership will also be prominently called out on Soft & Dri’s and Play for P.I.N.K.’s websites.

“We are honored to support the vital efforts of Play for P.I.N.K., whose steadfast dedication to funding breast cancer research we have long admired,” said Jon Achenbaum, Newhall Laboratories’ CEO.  “Soft & Dri stands for confidence, a value that naturally aligns with Play for P.I.N.K.’s resolve to make ‘breast cancer’ a term referred to solely in past tense.”

“As a brand long trusted by millions of women, Soft & Dri is an ideal partner for our organization” said Stephanie Hamburger, executive director of Play for P.I.N.K. “Soft & Dri’s products help women feel confident and beautiful. At Play for P.I.N.K., our efforts aim to create a world where women can feel confident knowing they can live their lives without the specter of a disease that has impacted the lives of far too many.”

Soft & Dri currently offers four types of deodorants including Aerosol Antiperspirant, Dri Gel Antiperspirant, Clear Glide Antiperspirant, Aluminum Free Deodorant and Stripe Antiperspirant Sticks (in Canada only). Every Soft & Dri product helps women feel confident by keeping them dry and fresh all day long.

Soft & Dri products with the Play for P.I.N.K. logo will be available starting in August. For more information, please visit

About Play for P.I.N.K.
Play for P.I.N.K. (Prevention, Immediate diagnosis, New technology, Knowledge) is a grassroots organization dedicated to raising funds for breast cancer research, by creating and promoting awareness of breast cancer through sporting and lifestyle events. Our commitment is to contribute 100% of all monies raised to our sole beneficiary, The Breast Cancer Research Foundation.  Since 1996, Play for P.I.N.K. has donated nearly $30 million to The Breast Cancer Research Foundation. Play for P.I.N.K. currently holds events in 27 states with an estimated 30,000 annual participants. For additional information, please visit

About Newhall Laboratories
Soft & Dri owner Newhall Laboratories (a Brynwood Partners company) acquires and reinvigorates classic personal care and beauty brands, bringing deep consumer marketing, product innovation and retail expertise to some of America’s most trusted brands. LA Looks, Dep, Thicker Fuller Hair, Zero Frizz, Pure & Natural and La Bella are among the company’s other brands.  For more information, please visit

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