Travel Retail and Duty Free Business Intelligence    Thursday 24 April 2014

FRAGRANCES

The Estée Lauder Companies launches 2011 Breast Cancer Campaign

Published: 02/10/11

Source: ©The Moodie Report

By Rebecca Mann, Managing Editor

INTERNATIONAL. The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign is launching its most ambitious global outreach campaign to date for October's Breast Cancer Awareness (BCA) Month. As previously reported, this year's 2011 BCA Campaign initiatives support the concept of "Together. Connect. Communicate. Conquer. For A Future Free Of Breast Cancer," described as a compelling call-to-action that emphasises the power of millions joining together, with one voice, to communicate the life-saving message about the importance of breast health and early detection.

The Moodie Report is turning its multi-media portfolio pink this month in support of the campaign.

Evelyn H. Lauder, Senior Corporate Vice President of The Estée Lauder Companies and founder of The Breast Cancer Awareness Campaign: "I'm thrilled to kick-off our 2011 BCA Campaign with several first-ever initiatives, bringing millions together with the single-minded goal of spreading the life-saving awareness message about... early detection."
The bold and inspiring 2011 BCA Campaign was conceived for the second year by James Gager, Senior Vice President, Group Creative Director of MAC, La Mer, Jo Malone Worldwide, and Antonia Lakis, Vice President of MAC Design. The image was shot by photographer Michael Thompson.

Senior Corporate Vice President Evelyn H. Lauder (right) with Lauder and BCA spokesmodel Elizabeth Hurley
Evelyn H. Lauder, Senior Corporate Vice President of The Estée Lauder Companies and founder of The Breast Cancer Awareness Campaign, noted: "I'm thrilled to kick-off our 2011 BCA Campaign with several first-ever initiatives, bringing millions together with the single-minded goal of spreading the life-saving awareness message about the importance of breast health and early detection the world over.

“The mission of each of our initiatives is to reach new women and men, and to unify us all to eradicate this disease. Let's join together. As one we are stronger and have the ability to reach this goal once and for all."

William P. Lauder, Executive Chairman of The Estée Lauder Companies, stated: “The Estée Lauder Companies‟ dedication to philanthropy is both personal as well as professional, as our heritage was built on leveraging the power of business for the greater good. We are very proud that our Breast Cancer Awareness Campaign, now in its 19th year, reaches many millions of women and men each year around the world with its life-saving message and we are dedicated to helping eradicate this disease.”

Fabrizio Freda, President and CEO, The Estée Lauder Companies, added: “Evelyn Lauder‟s call-to-action for The 2011 BCA Campaign aligns with our Company‟s overall corporate strategy by demonstrating our high-touch heritage that fundamentally gives back to our global consumers. The BCA Campaign personifies innovation, creativity and local relevance and the 2011 Campaign theme emphasizes the importance of working "Together‟ to rid the world of this devastating disease.”

To celebrate the 12th anniversary of its Global Landmark Illuminations Initiative, The Estée Lauder Companies and Philips are proud to launch their first-ever partnership, whereby prominent global landmarks will be illuminated in pink lights using Philips' innovative and environmentally-friendly LED technology.

The new partnership with Philips is described as an excellent, synergistic fit, as its commitment to enhancing people's lives, combined with modern LED technology and energy-efficient lighting solutions, is a sustainable way to reach millions with The BCA Campaign's awareness mission.

These landmarks, along with numerous others lit by the BCA Campaign this October, will total more than 200 landmarks worldwide, sending the message of hope and empowerment to millions globally.

The Estée Lauder Companies’ Global Landmarks Illumination Initiative has lit up hundreds of famous buildings, including Belvedere Castle, Austria; The Arena, Italy; and Los Angeles International Airport, USA

The BCA Campaign will digitally reach millions with its global launch of BCAcampaign.com, the Campaign's first-ever dedicated website that will serve as an evergreen destination for BCA Campaign news, event information, tips on breast health and healthy living, and a way to make year-round donations to The Breast Cancer Research Foundation® (BCRF). The new website will also provide a link to The BCA Campaign's new Facebook page (www.facebook.com/BCACampaign) that will feature its "Shine A Light on Breast Cancer," Social Media Program, through which online viewers can virtually illuminate a global map in pink, and share messages of hope and inspiration about breast cancer with others the world over.

In September and October 2011, Elizabeth Hurley, Spokesmodel for Estée Lauder and Global Ambassador for The Estée Lauder Companies' BCA Campaign, will make personal appearances and take part in global illumination events around the world, promoting the importance of breast health. Events include:
- September 29: Elizabeth Hurley personal appearance, product signing and pink Illumination at Selfridges, London
- October 4: Elizabeth Hurley personal appearance, product signing and pink illumination at Jenners, Edinburgh
- October 6: Elizabeth Hurley personal appearance, product signing and pink illumination at TSUM, Moscow
- October 20: Elizabeth Hurley personal appearance and product signing at Bloomingdale's, 59th Street during its annual Pink Party in New York City.

Additionally, in 2011, many of The Estée Lauder Companies' beauty brands will continue to raise awareness and funds for BCRF. Making its debut this year, and featured in the 2011 BCA Campaign visual, is the BCA Campaign's Pink Ribbon Wristlet, a modern expression on the traditional Pink Ribbon pin that has become the ubiquitous symbol of breast health worldwide.

The BCA Campaign's Pink Ribbon wristlet features a, single-knot tie that elasticizes to fit any wrist. In October 2011, the BCA Campaign and many of The Estée Lauder Companies' brands will continue to distribute millions of Pink Ribbons, Pink Ribbon wristlets and informational brochures at its beauty counters worldwide, to raise awareness about the importance of breast health and early detection worldwide.

Since 1992, The BCA Campaign has distributed close to 115 million Pink Ribbons and millions of informational brochures worldwide. For more details on the 2011 BCA Campaign, visit www.bcacampaign.com and www.facebook.com/BCACampaign.





A multi-media approach helps spread the BCA Campaign's key message: that early detection saves lives


THE BREAST CANCER RESEARCH FOUNDATION
The Breast Cancer Research Foundation® was founded in 1993 by Evelyn H. Lauder as an independent, not-for-profit organisation dedicated to funding innovative clinical and translational research. In October 2011, BCRF will award US$36.5 million to more than 185 scientists across the US, Canada, Latin America, Europe, the Middle East, Australia and China. Currently, more than 90 cents of every dollar donated is directed to breast cancer research and awareness programs. With exceptionally low administrative costs, BCRF continues to be one of the most efficient organisations in the country. BCRF has received a 4-star rating from Charity Navigator and an "A+" from The American Institute of Philanthropy. For more information about BCRF, visit www.bcrfcure.org

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