Alongside a street appeal, D'Or Hair Stylists will be raffling a limited edition set of ghd hair-straighteners, all in pink and valued at $379.
Arrow Events co-ordinator Julie Hughes said the raffle tickets would be on sale today for $2 each.
The winner would be drawn tonight at a pink party being held at Dorothy Browns Cinema in Arrowtown.
"We're painting the town pink.
"People are ringing me up wanting to help out with the collection.
D'Or stylists are booking themselves out during the day to help out with the street collection.
"We raised about $2500 last year... I'm going for over $3000 this year."
Mrs Hughes said she had ordered more Breast Cancer Awareness products to sell this year because of the strong demand last year.
In addition to pink ribbons, public could also buy pink rubber bracelets or pink bead bracelets.
A new product this year was aimed at men, a badge that says "Real men wear pink".
Mrs Hughes said men did suffer from breast cancer, either being diagnosed themselves or having a woman in their family as a sufferer.
"When their wives have breast cancer, it affects the men and the family. It's a good message to try and get out to people."
Dorothy Browns cinema and bar will have a special screening of Up this afternoon at 2.30pm.
Donations will be collected at the cinema and every child who attends will receive a balloon.
Tonight, the cinema will host the pink party for a special screening of The September Issue, an entertaining documentary which takes a look behind the scenes at Vogue before its bumper September issue.
Mrs Hughes said Waitiri Creek had donated Harriet Rose wine for the occasion.
It would be sold to movie-goers and all proceeds would be given to breast cancer research.
"We've got the whole community behind us," she said.
