Estée Lauder launches 2013 Breast Cancer Awareness campaign

Kapila Gohel

2-Oct-2013

The company has launched a number of products that will be available at select travel-retail locations in support of the campaign

The Estée Lauder Companies has launched its 2013 Breast Cancer Awareness (BCA) Campaign in time with the BCA month.

This year’s theme for the campaign is “Let’s Defeat Breast Cancer. We’re Stronger Together.” and is a call-to-action to shift public focus from awareness to increased action and advancement towards eradicating breast cancer. “According to the latest data available, breast cancer is the most common cancer diagnosed in women, excluding skin cancer. In 2008, an estimated 1.38m women around the world were newly diagnosed with the disease,” the company states in its Facts About Breast Cancer document.

The BCA Campaign has raised more than $48m to support global research, education and medical services, to date and this year the company is committed to raising $5m. Estée Lauder has launched a number of products in support of the campaign that will be available at select travel-retail locations. The first is the Aveda limited-edition Aveda Hand Relief with Rosemary Mint aroma―a rich moisturiser for dry, chapped hands.

The company has also launched the Estée Lauder Advanced Night Repair Synchronized Recovery Complex II with Pink Ribbon Bracelet. Available at Estée Lauder travel-retail locations in Europe, Middle East and Africa until June 2014 while stocks last, the BCA edition of the serum comes with a special Pink Ribbon Bracelet and charm and the 2013 pink ribbon. The charm includes a touch of blue to represent the 1% of all breast cancer cases in the US that are diagnosed to men. The charm is inscribed “Estée Lauder Breast Cancer Awareness 2013” to show support and empower others to join the fight against breast cancer.

The Estée Lauder Companies’ BCA Campaign was launched by the co-creator of the Pink Ribbon and founder of The Breast Cancer Research Foundation (BCRF) the late Evelyn H Lauder. The company “has been a leading voice for breast cancer awareness around the world, sparking a global movement that has helped save millions of lives. In the spirit of Mrs Lauder’s forward-thinking vision, this year’s BCA Campaign will expand focus from breast cancer awareness by encouraging people to reach even further, taking specific actions aimed at preventing and eradicating the disease,” said Estée Lauder in a statement.

The campaign and its supporting initiatives aims to generate deeper awareness about breast cancer across the globe while raising significant funds for critical medical research. The Estée Lauder Companies executive chairman William P Lauder said: “Over the past 20 years, The BCA Campaign has made significant progress in bringing awareness to breast cancer and the fear that once surrounded the disease is being replaced by hope and inspiration. This year, we feel it is vitally important that we encourage people to move beyond awareness by taking actions that we know can help save lives. My mother, Evelyn H Lauder, believed that no one can defeat breast cancer alone―this spirit of unity is at the heart of our Campaign as we bring people together across the globe to defeat this disease.”

The Estée Lauder Companies president and CEO Fabrizio Freda added: “Every year around the world, our employees, consumers and retail partners come together with great enthusiasm and passion to participate in The BCA Campaign. Our vision for this year’s campaign was inspired by that same passion and its potential to affect real change in the lives of real people and families who are touched by this disease. To date, The BCA Campaign has raised $48 million to support research, education and medical services worldwide. Our goal is to have this year’s campaign resonate in every corner of the world, raise significant funds, empower people to share their strength and bring us closer than ever before to a world without breast cancer.”

The company is working to raise awareness and has published Facts About Breast Cancer and Healthy Living Tips as part of the campaign. You can join the campaign at bcacampaign.com and facebook.com/bcacampaign.

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