From the Beauty Gives Back website :
WE WILL BE ENCOURAGING WOMEN
TO BUY A BLUE EYELINER/EYE SHADOW, AND FOR
ONE DAY, TO COLOUR THEIR EYES BLUE IN
SUPPORT OF WOMEN GOING THROUGH THE
EMOTIONAL TRAUMA OF THE CANCER BLUES
For today (June 18th) only, you can post your picture or video of you wearing your eyeshadow/liner on Twitter, Facebook, and Instagram and hashtag it #WinkDay. For every selfie or video, the Canadian Beauty industry will donate $5 to Beauty Gives Back.
Today I am wearing blue eyeshadow and will be posting it to social media. Are you?
Find out more: http://www.beautygivesback.ca/