Lifestyle Retailer, Deacons Kenya Limited through its Woolworths stores has introduced a new product line offering aimed at breast cancer survivors.

The products, which include Ameona post-mastectomy bras and prosthesis, are aimed at helping breast cancer survivors reclaim their image, self esteem and confidence, which they lost during the disease recovery.

Speaking at the event, Deacons Kenya CEO, Muchiri Wahome noted that most women are not prepared with the side effects of cancer.

“Many of the breast cancer survivors are totally unprepared for the side effects of breast cancer treatment and the tremendous blow it causes to their self-esteem,” said Muchiri, adding that for them to regain self esteem, they struggle to find fashionable recovery products and style solutions.

Prostheses are most commonly used after a mastectomy. However, skin that has recently undergone surgery and radiation therapy is extremely sensitive. Therefore, we recommend self-adhesive breast forms only after follow-up treatment.”

According to Kenya Medical Research Institute (KEMRI) National Cancer Registry 2011, Breast cancer tops female cancer prevalence at a rate of 35.5 percent, followed by cervical cancer and stomach cancer at 24.6 percent and 9.5 percent respectively.

The reason to provide the amoena products, Muchiri said was driven by customers’ needs. “We have had a number of enquiries from customers in the market to purchase a mastectomy bra and prosthesis and we needed to respond to this need. The provision of these products also helps us further our CSR health pillar on breast health awareness,” Muchiri explained.

These products will be available at all Woolworths stores in Nairobi  located at Yaya Centre, Sarit Centre, Village Market, Westgate shopping mall, Galleria Mall, the Junction as well as the Woolworths store in Mombasa located at the city mall in Nyali.

He added, “The products we have ordered are basic bras, performance bras for sports as well as the prosthesis and we will be on a program where they will be replenished upon sell through”.

However, to ensure that the product is affordable and accessible to customers who have undergone mastectomy, Deacons revealed that they shall offer the product at no profit, in order to ensure the product is available to cancer patients.

On the sizes and color, Muchiri said that the selection of color and sizes have been informed by the past sales. “We also used part of the information from Amoena on the products that they sell most in their markets across the globe. Colors available for sale will be – Black, white, off white, nude, cognac. These are colors that are ideal for most complexions and are versatile to wear underneath most outfits”.

However, Muchiri said that based on the demand the stores receives from various parts of the country, they will continue to evaluate the availability of the product in other locations.

Over the past 6 years Deacons has been running the Woolworths bra campaign aimed at sensitizing women on wearing the correct size of bra by having a professional perform bra measurements on them.

Deacons shall offer the product at no profit, in order to ensure the product is available to cancer patients.

These products will be available at all Woolworths stores in Nairobi  located at Yaya Centre, Sarit Centre, Village Market, Westgate shopping mall, Galleria Mall, the Junction as well as the Woolworths store in Mombasa located at the city mall in Nyali.

Colours available for sale will be– Black, white, off white, nude, cognac. These are colors that are ideal for most complexions and are versatile to wear underneath most outfits.

In the last three years, this campaign has adopted a CSR angle – conducting free clinical breast exams at Woolworths stores through partnership with various hospitals. This initiative is targeted at women and men from all walks of life and as mentioned above it is a FREE service we offer.

By Patrick Githinji
Media Executive – Gina Din Corporate Communications