The cosmetics giant is launching ‘Kiss Breast Cancer Goodbye’, a social campaign that aims to increase awareness of breast health by creating a giant chain of kisses online. The brand is encouraging social media users to put on some lipstick and blow a kiss to the camera, tagging eight friends in the process and using the hashtags #KissBreastCancerGoodbye and #AvonMakingStrides.

“Since 1992, the Avon Breast Cancer Crusade has contributed more than US$800 million globally to breast cancer causes, educated 180 million about breast health, and funded breast health screenings for nearly 20 million women,” said Debbie Coffey, Vice President of Communications and Social Impact for New Avon, LLC, in a statement. “We hope the Kiss Breast Cancer Goodbye campaign will inspire more women to take charge of their own breast health.”

The campaign will preclude Avon’s annual marking of Breast Cancer Awareness Month in October, which will see the brand donate 15% of the proceeds from its ‘True Color Nourishing Lipstick’ purchased throughout the month to the American Cancer Society’s breast health programs.

Avon is not the only beauty company focusing on a good cause this month – skincare brand Bioré recently launched a limited-edition ‘Citrus Crush’ version of its ‘Deep Cleansing Pore Strips,’ which will support Girl Up’s project of constructing classrooms in Uganda, while Rihanna’s Fenty Beauty brand is releasing a special edition version of its ‘Killawatt Highlighter’ next month, with proceeds set to help fund health, education, and emergency response programs via the star’s Clara Lionel Foundation.