The Estée Lauder Companies has unveiled its 2020 Breast Cancer Campaign, themed ‘It’s more than a ribbon, it unites us’, a reinforcing of the company’s commitment to creating a breast cancer-free world.
As a result The Moodie Davitt Report has turned its homepage and other media platforms pink in support of one of the world’s most remarkable and sustained Corporate Social Responsibility projects. Look out too for our interview with The Estée Lauder Companies Executive Chairman William P. Lauder in the October edition of The Moodie Davitt Magazine, published to coincide with the inaugural Virtual Travel Retail Expo.
The US beauty house noted that those suffering from the disease now face increased risk and vulnerability due to the COVID-19 crisis.
In light of this, The Estée Lauder Companies has expanded its campaign to go beyond the Pink Ribbon — the globally recognised symbol for breast cancer.
The group aims to transform the iconic Pink Ribbon symbol into a call to arms against breast cancer, representing unity and global community and honouring those who have been affected by disease.
The campaign will unite people virtually through digital events and activations and drive engagement and support. It will also launch a social media initiative to rally supporters and raise funds for the Breast Cancer Research Foundation (BCRF).
The Estée Lauder Companies will encourage people to post their Pink Ribbons and share what it symbolises for them, using the hashtags #TimeToEndBreastCancer and #ELCdonates.
Throughout October, the company will donate US$25 for each Instagram or Facebook post using both hashtags together, up to US$100,000.
The Estée Lauder Companies will also illuminate buildings, monuments and landmarks around the world in pink lights to raise awareness. This includes the Empire State Building and the Eiffel Tower. It will also mobilise employees to volunteer and support more than 60 breast cancer organisations around the world.
In addition, the company will continue to produce and distribute pink ribbons along with informative breast cancer resources around the world and drive donations to BCRF through its website.
The Estée Lauder Companies Breast Cancer Campaign also supports BCRF’s research across seven countries. It funds the entire spectrum of cancer research, from basic cell biology, developing new tests and treatments and improving patient’s quality of life.
“Our mission to create a breast cancer-free world was the vision of my mother, Evelyn H. Lauder, who started The Breast Cancer Campaign and co-created the Pink Ribbon in 1992, bringing a global level of awareness to the disease through our employees, consumers and partners,” commented The Estée Lauder Companies Executive Chairman William P. Lauder.
“Citizenship and sustainability have always been part of The Estée Lauder Companies’ values and the Breast Cancer Campaign represents the best of who we are as a company.
“Today, I am more proud than ever of the positive impact we have made in the breast cancer community and against the disease. Our dedication remains unwavering, uniting our global community in action, to bring us closer to a cure.”
20 of The Estée Lauder Companies’ brands are participating in the campaign. They includes Aerin, Aveda, Becca, Bobbi Brown, Bumble and Bumble, Clinique, Darphin, DKNY, Donna Karan, Dr. Jart+, Estée Lauder, Glamglow, Jo Malone London, La Mer, Lab Series, Origins, Prescriptives, Rodin Olio Lusso, Smashbox, and Tom Ford Beauty.
Each brand will sell Pink Ribbon products and make donations to BCRF and other breast cancer organisations worldwide.
The Estée Lauder Companies President and Chief Executive Officer Fabrizio Freda commented, “The culture and values of The Estée Lauder Companies are exemplified by the inspiring work of The Breast Cancer Campaign, one of our most recognised citizenship initiatives and the cornerstone of our commitment to social responsibility.
“Particularly during challenging moments, we are reminded of our responsibilities as global citizens to protect the health and wellness of our employees and the communities in which we operate. Our values continue to guide us as we create positive change by supporting all those touched by breast cancer.”
Evelyn H. Lauder co-created the Pink Ribbon symbol and started The Estée Lauder Companies’s long-running breast cancer campaign in 1992. Since then, the beauty giant has become a global leader in the breast cancer movement.
Over the years it has raised more than US$89 million supporting life-saving research, education and medical services for the breast cancer community. More than US$73 million was allocated to fund 293 medical research grants through the Breast Cancer Research Foundation, which was also founded by Evelyn H. Lauder.
Today, the campaign underlines the importance of education and early detection. It supports medical discussions and funds the expansion of breast cancer care centres and medical resources like mammograms and screenings. It also aims to positively impact the lives of those suffering from breast cancer and their families through therapy and counselling programmes.
The Estée Lauder Companies’ long-time Breast Cancer Campaign Global Ambassador Elizabeth Hurley said, “Being a part of the movement to end breast cancer is my most meaningful work. With people around the world still being diagnosed with breast cancer every minute of every day, the disease remains a challenge that we are dedicated to.
“I joined Evelyn to work on the campaign shortly after she started it in the early in 1990s, when women still did not talk openly about the disease. She would be so proud of how far we have come and the positive impact we have had. I’ve seen the tremendous progress made through the research we have funded and spoken to many leaders in the field who all tell me the same thing—that we must continue to fund research to advance science, treatments, and care, to bring us closer to a cure.”
Hurley added, “Evelyn had a vision and knew that long-term impact would be the result of our collective actions. I am honoured to wear the Pink Ribbon proudly and be a small part of the global community that is driven to end this disease once and for all.”
