Estée Lauder marks Breast Cancer Awareness month with new campaign and record attempt

Published: 1-Oct-2010

Manufacturer to turn 40 global landmarks pink

Estée Lauder is marking the 18th year of its Breast Cancer Awareness Campaign with a new eye-catching promotion. Under the slogan “Connect. Communicate. Conquer”, the new campaign aims to show how women can take control of their breast health and features a powerful image of a woman with her hand placed across her chest, which signifies taking a pledge to spread the word about breast cancer awareness.

Lauder invited a group of influential bloggers to recreate the visual who were then photographed by John Midgley. The images will then be used throughout October to inspire other women around the world to support the cause.

As in previous years, Lauder has created a number of special Pink Ribbon products to mark Breast Cancer Awareness month. This year 20 products from 14 of its brands including Aveda, Crème de la Mer, Darphin, Clinique and Esteé Lauder have been launched and serve as a key fundraising platform for the manufacturer.

Also making a comeback this year is Lauder’s Global Landmarks Illumination Initiative. Now in its 11th year, the initiative has lit over 500 landmarks and monuments around the world with pink lights and this year it is planning to set a new world record for the most landmarks illuminated in 24 hours.

Starting in Australia with the lighting of several landmarks including Federation Square, the National Library of Australia and Parliament House, the event will culminate in New York City, where Evelyn Lauder and model Elizabeth Hurley will light the Empire State Building.

Other cosmetics brands are also marking Breast Cancer Awareness month with special products. Elemis has launched a limited edition Sparkling Beauty Collection and has pledged £10,000 to Breast Cancer Care, while 25p from every sale of Palmer's Cocoa Butter housed in a special pink bottle will also go to the Charity. St Tropez, the most recent addition to the PZ Cussons portfolio, will donate £1 from every sale of its Autobronzant, Whipped Bronze Mousse and Bronzing Mist products to breast cancer charities, while £2 from every sale of OPI's Pink of Hearts shade has also been pledged to Breast Cancer Care. Olay has also marked the month with its Message on a Bottle promotion which features information on breast cancer awareness on limited edition bottles of its Beauty Fluid. It has pledged to donate £100,000 to breast cancer charities.







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