Estée Lauder Companies has been promoting its Breast Cancer Campaign for the past 27 years -- along with a mission to help bring a global level awareness to the disease.
ELC -- and the brand's consumers -- help fund a cure through its annual Pink Ribbon collection, and this year's is available now.
This year's campaign aims to raise $9 million globally. The company is promoting the hashtag, #TimeToEndBreastCancer.
Help Raise Funds on Social Media -- No Purchase Required
This year, ELC hopes to raise even more money by encouraging consumers to use social media -- no purchase is required.
The brand is asking fans to draw a pink ribbon on the back of thier hand using pink lipstick -- and share why it’s #TimeToEndBreastCancer by posting the photo on Instagram with the additional hashtag, #ELCdonates.
For every public, in-feed IG post in October (featuring both hashtags), @esteelaudercompanies will donate $25 --up to $250k to @bcrfcure. Twenty-five dollars funds one hour of research, and $250k will fund a one-year BCRF research grant.
Look for the Pink Lights
As they do every year, public landmarks will glow pink throughout the month, to raise awareness of breast health.
The buildings, monuments and landmarks worldwide that will turn pink include the Empire State Building in New York City, the Eiffel Tower in Paris, and the Kiyomizu-dera Temple in Kyoto, Japan.
ELC's Brands Join the Cause
This year, 19 of the The Estée Lauder Companies’ beauty brands will support The Campaign's mission. They are: Aerin, Aveda, Becca, Bobbi Brown, Bumble and bumble, Clinique, Darphin, DKNY, Donna Karan, Estée Lauder, GlamGlow, Jo Malone London, La Mer, Lab Series, Origins, Prescriptives, Rodin olio lusso, Smashbox and Tom Ford Beauty.
Each will contribute by selling Pink Ribbon Products or making donations to BCRF and/or other charitable organizations around the world. The assortment differs by country and organization.
Stay tuned for our slideshow featuring the pink products by these brands.
The Company That Created the Pink Ribbon
The Estée Lauder Companies has been a leader in the global breast cancer movement since Evelyn H. Lauder co-created the Pink Ribbon and started The Breast Cancer Campaign in 1992.
A year later, in 1993, she founded the Breast Cancer Research Foundation (BCRF), the highest-rated nonprofit breast cancer organization in the U.S., dedicated to advancing the world’s most promising research to eradicate breast cancer.
To date, the Campaign has raised more than $79 million to support global research, education and medical services through the collective support of consumers, employees and partners worldwide, with more than $65 million funding 260 medical research grants through BCRF.
William P. Lauder, executive chairman, Estée Lauder Companies, comments, “My mother, Evelyn Lauder, had a vision to end breast cancer when she started The Campaign in 1992. Since then, we have been pioneers in the breast cancer movement, driven by our passionate employees, partners and consumers around the world. I am so proud that her legacy lives on..."
Elizabeth Hurley is ELC's longtime global ambassador. She says, “I am honored to help bring attention to the powerful work The Estée Lauder Companies does each year...Every time someone shares with me that they got a mammogram because they heard our messages, or unfortunately tells me that they have been diagnosed with breast cancer, I’m reminded of why we must continue Evelyn’s mission."
Watch the video moderated by Hurley, about ELC's mission.
Making a Difference
ELC says that over the years, a "real impact" has been made, due to the efforts of Evelyn Lauder - which has inspired nearly every beauty company, and other consumer brands, to be a part of the mission every October.
Mortality rates from breast cancer have declined by 40% among women since the late 1980’s. BCRF-funded researchers have been involved in every major breakthrough in breast cancer prevention, diagnosis, treatment and survivorship.
In addition, breast cancer is spoken about more openly and important messages about early detection are saving lives – five-year survival rates are better than 90% with early detection.
ELC's commitment to support research will continue, the company says.
Fabrizio Freda, president and CEO, Estée Lauder Companies, comments, “The Estée Lauder Companies has long been committed to making an impact on communities around the world, and our efforts through The Breast Cancer Campaign are a reflection of that purpose and underscore the company’s family values and culture. We will continue to strive towards fulfilling the mission of The Campaign to create a breast cancer-free world."
ELC notes that breast cancer is still the most common cancer in women worldwide, and is increasing -- particularly in developing countries where the majority of cases are diagnosed in late stages. It is the second most common cancer overall. Men are also touched by the disease - their lifetime risk of getting breast cancer is about 1 in 833.
Stay tuned for more coverage of "pink packaging" throughout October.
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