ICanServe Foundation, Inc. and Rustan’s Ayala Center Cebu Shine Bright for Pink October

In heartfelt celebration of Breast Cancer Awareness Month, the ICanServe Foundation, Inc., in partnership with Rustan’s Ayala Center Cebu, hosted a series of empowering events on October 5, 2025, to honor breast cancer survivors and promote early detection through the annual Pink October campaign.

Now in its 15th year, the “Look Good, Feel Good”event welcomed 30 courageous breast cancer survivors to a special day dedicated to pampering, empowerment, and self-love. With the generous support of Estée Lauder and Dior, survivors were treated to beauty sessions, wellness activities, and motivational moments designed to uplift and celebrate their journey, reminding them that strength and beauty go hand in hand.

“Our goal is to remind every survivor that they are seen, loved, and supported,” said a representative from Rustan’s Ayala Center Cebu. “Through beauty and wellness, we hope to help them feel strong, radiant, and empowered.”

The evening concluded with the Symbolic Pink Lighting of Rustan’s facade—an annual tradition that illuminates the night in pink light, symbolizing hope, awareness, and the critical importance of early detection in the fight against breast cancer.

The ceremony was graced by Beauty Queen Kris Tiffany Janson and attended by members of Rustan’s management and staff, representatives from Estée Lauder, and partner organizations including the Rotary Club of Cebu Fuente, Inner Wheel Club, and JCI Zugbuana.

The event stands as a moving reminder that breast cancer awareness is not just a campaign—it is a lifelong commitment to education, compassion, and action.

About ICanServe Foundation, Inc.

ICanServe Foundation, Inc. is a non-profit organization that promotes breast cancer awareness and early detection. It empowers women with information and access to services and provides a community of support for survivors and their families.