It seems pink is taking over -- pink water, pink umbrellas, pink batteries, etc.

It's all part of Breast Cancer Awareness Month, dedicated to educating women about early detection and treatment.

Every 13 minutes, a woman in the United States will die of breast cancer. And the merchandise is an opportunity to donate to the cause.

But it's also a time to be misled because not all those pink ribbon buys are created equal. Which is where a Web site launched by Breast Cancer Action "Think Before You Pink" helps out.

It keeps consumers savvy about how they give to breast cancer charities.

For example, A pink-Chapstick costs $2.99. Onlly 20 cents goes to research.

A $10 bottle of "Pink Knot" wine -- just says a donation will be made for every case sold, but doesn't give an amount.

"I think people, when they go to buy products that are cause-related, they need to know where the money's going," said Lynn Hagerman with the Susan G. Komen Foundation.

In some cases you do, because not everyone is trying to make a buck. Take Target for example. They have pinkTt-shirts, paper, pens, and the net profits of all these Target finds goes to breast cancer research.

Same goes for those pink wristbands --100 percent of the proceeds goes to the cause.

"It's doing a service regardless of how much is going to the program," Hagerman said.

So while pink may be the thing this month, when it comes to donating to breast cancer research, think, or at least ask before you buy pink.

For the most part, any reputable foundation will tell you how much money from the product will go to cancer research.

For More Information:

www.thinkbeforeyoupink.org.