ABOUT THE OPPORTUNITY

Logistics:

• Interview Date & Time: Thursday, Oct. 1, 2026, at 9:20 a.m. EST

• ARRIVAL TIME: 8 :00 a.m. EST

• Interview Duration: Live segment will be around 10 minutes long.

• Interviewer: Jill Martin, TV personality

• Interviewee: Cara Kamenev, vice president of brand engagement for L’Oréal Paris

About The TODAY show:

The “TODAY” show covers breaking news, entertainment, lifestyle and more. It is the longest-running morning program in the United States, first airing on NBC in 1952. The show airs live from 7 a.m. to 11 a.m. EST and draws millions of daily viewers, making it one of the most powerful platforms in America to reach diverse audiences. The “TODAY” show is available on NBC.com, Amazon Prime, Hulu, Peacock and The Roku Channel, as well as through cable providers such as Xfinity, Spectrum and Cox.

About Pink Power:

The Pink Power segment airs annually on the “TODAY” show in October in recognition of Breast Cancer Awareness Month, highlighting the importance of genetic testing and early screening. Guests featured in these segments are typically cancer survivors, doctors and advocates who all share resources available to women fighting breast cancer.

Example Pink Power Segments:

• Pink Power: TODAY Shines a Light on Importance of Screenings

• Pink Power: 6 gifts that give back to breast cancer cause

• Pink Power: Fighting Pretty At Age 26

About Jill Martin:

Jill Martin has been a lifestyle contributor for the “TODAY” show for over 15 years. In 2023, she was diagnosed with breast cancer and underwent a double mastectomy, chemotherapy, radiation and reconstructive surgery. Martin also launched the Shop TODAY segment in 2021 and is a 12-time Emmy Award winner who advocates for health and wellness.

About the Interview:

In recognition of the kickoff of Breast Cancer Awareness Month, the “TODAY” show is seeking a segment focused on supporting breast cancer research initiatives, empowering patients and the importance of early detection. When appropriate, it is encouraged to incorporate Jill Martin’s personal story and reference the Pink Power event.

DAY-OF LOGISTICS

Location & Getting There:

• Location: The “TODAY” show at Studio 1A, NBC Studios 35 W 48th St, New York, New York 10111

• L’Oréal team members to meet at TODAY by 8:00 a.m. EST to check in and get settled in the green room.

• When you arrive, please check in with building security, and they will send you to Studio 1A. We have shared the full list of attendees with the team at NBC.

Day-of Contact:

Emma Burke, public relations director

123-456-7890

enburke@syr.edu

What to Wear:

Guests interviewed on the Pink Power segment are typically wearing business-casual to smart-casual. It is recommended to incorporate pink into your outfit, whether it be a dress or suit. All other L’Oréal employees shall wear business casual.

KEY MESSAGES AND TALKING POINTS

Anticipated Talking Points:

• L’Oreal’s breast cancer awareness initiative

• Breast cancer research

• Empowering patients

• Importance of early detection

Tips to Consider:

• L’Oréal has launched an initiative supporting Breast Cancer Awareness Month, reaffirming the brand’s commitment to women’s health and empowerment.

  • An ambitious fundraising goal of $100 million to support breast cancer research.

  • A series of educational events designed to inform and empower women with the knowledge needed to take control of their health.

  • Mission to celebrate the well-being and self-worth of women, embodied in the iconic tagline “Because You’re Worth It.”

• Breast cancer is one of the most commonly diagnosed cancers in women in the U.S., making awareness and education incredibly important. Funding breast cancer research is essential to developing better detection tools, treatments and ultimately a cure.

• A breast cancer diagnosis can be overwhelming and stressful, but patients do not have to navigate it alone. Resources, communities and support networks exist at every stage of the journey.

  • Empowerment begins with understanding your diagnosis, asking questions and advocating for your care. L’Oréal’s educational events are designed to teach patients those critical tools and help put them into practice.

• Early detection significantly increases survival rates: when breast cancer is caught early, the five-year survival rate is more than 99%. It is important to talk to your doctor about when to begin mammograms and what risk factors may apply to you.

  • Self-exams, regular screening, and knowing your family health history are three steps every woman can take.

TOUGH Q&A

Given the recent concerns of “pinkwashing,” we encourage you to stay aware of potential questions that may be asked about L’Oréal’s initiative. Below are sample questions and answers to reference.

Potential Questions & Recommended Responses:

• How is L’Oréal any different than companies who use breast cancer awareness to boost their brand image without any meaningful contribution?

  • L’Oréal’s $100 million fundraising goal is directly tied to breast cancer research funding, not to product sales. Our educational events are designed to reach women with actual health information, not brand messaging.

• Why should viewers trust this initiative is about genuine advocacy and not just a marketing opportunity, especially since L’Oréal Paris is a beauty company.

  • As shown in our tagline, “Because You’re Worth It,” L’Oréal’s entire brand is centered around empowering women. We are fully transparent about where funds raised towards our $100 million goal are going.

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