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The web page states the following, "Thinking fashion brings you up to the minute eco style news in bite sized pieces." We saw that the web site said " Did you know that we are currently in Liptember." It also said " Not sure what it is? Its an amazing initiative to raise funds for mental health issues that predominantly affect women, through super stylish means! Partners and beneficiaries are the Centre for Womens Mental Health and Lifeline. Why not pucker up for this important cause? BEAUTY FOR A CAUSE. AIME The fund itself was formed in 2012 and partnered with AIME, a program that p." The header had beauty as the highest ranking optimized keyword. This keyword is followed by natural beauty, eco fashion, and adidas which isn't as urgent as beauty. The other words thinkfash.tumblr.com uses is eco style.