MUCH WORK NO PAY: After nearly a year in the making, L’eggs launched its “Women Who Shape Our World” marketing program last week at an event at the Rainbow Room in New York City.
Model and actress Hunter Tylo hosted the event, which honored Nancy Brinker of the Susan J. Komen Breast Cancer Foundation, Katie Couric of the National Colorectal Cancer Research Alliance and NBC’s “Today” show anchor, Beverly Kirby Jones of Easter Seals, Marian Wright Edelman of the Children’s Defense Fund and Deborah Leff of America’s Second Harvest.
The honorees will be featured in upcoming advertising and in-store displays. This year, L’eggs will donate $500,000 to their respective organizations as well as other nonprofit groups. The program is designed to encourage volunteerism.
Prior to developing the concept, L’eggs quizzed women in focus groups. About 80 percent of them said they supported cause-related marketing, said Vicki Phelps-Chancellor, vice president of customer marketing and sales.
During the event, Linda Woltz, president and chief executive officer of Sara Lee Hosiery, praised the honorees for standing up for causes they believe in and inspiring women.
Afterward, Couric said the L’eggs campaign should help get more people involved in volunteer work.
“Every little bit helps,” she said. “I’m not sure that a lot of people would learn about these women and their causes without this kind of major attention.”
In awe of her fellow awardees, Couric added, “I don’t know about you. But I always feel guilty when I come to these things that I’m not doing more.”

Danskin provided the fishnets worn by the line dancers during Robin Williams’s performance of “Blame Canada,” one of the nominees for Best Original Song at last month’s Oscar awards ceremony in Los Angeles.
“The fishnets brilliantly completed the dancers’ outfits at the Oscars, and the dancers loved them,” according to L’Wren Scott, style director for this year’s Oscars.