It attaches an incontrovertibly legitimate POV to its brand and, by donating money to leadership programs for girls and young women, it gives itself something to talk about with its customers other than scents and packaging.
Of course there are those with terrible conditions - locked-in syndrome, various forms of paralysis - who may wish to die, but be quite unable to do so without help, but for the vast majority of us suicide would be possible as a lone activity for some time after we knew that we were incontrovertibly dying.