The website sells everything from hampers to tank-driving lessons, but has rebranded its Deluxe Makeover Experience as the Pink Experience, and will donate half of the £49 price to Breast Cancer Care (BCC).
It is the first time the firm has got involved in charity support.
The new gift box is being promoted by Buyagift's retained agency Kudos PR. The campaign will target women's lifestyle press and glossy titles, and will aim for coverage in national and regional titles. Kudos will
also develop case studies surrounding the scheme.
Buyagift is intending to sell the Pink Experiences until the end of the year.
Kudos replaced Saffron PR as Buyagift's retained agency four months ago (PRWeek, 21 April).