Elizabeth Hurley - ELC's global brand ambassador for The Breast Cancer Campaign (Getty Images)

Twenty-seven years after Evelyn H Lauder co-created the Pink Ribbon and started The Breast Cancer Campaign, Estee Lauder Companies remains committed to her mission to create a breast cancer-free world.

The company’s 2019 #TimeToEndBreastCancer campaign aims to raise US$9 million to “bring us closer to a cure”.

ELC executive chairman William Lauder says the campaign is an “expression of the best of what we do as a company”.

“My mother, Evelyn Lauder, had a vision to end breast cancer when she started The Campaign in 1992,” he said.

“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 as we remain committed to making sustainable investments in research, education and medical services to bring us closer to eradicating this disease.”

Elizabeth Hurley and William Lauder light up the Empire State Building (Getty Images)

ELC’s key campaign initiatives this year include:

  • Illuminating buildings, monuments and landmarks (including the Empire State Building, the Eiffel Tower and Kyoto’s Kiyomizu-dera Temple) in pink lights
  • A social media call to action to asking supporters to raise funds by simply drawing a Pink Ribbon on the back of their hand using pink lipstick, sharing why it’s #TimeToEndBreastCancer and posting a photo on Instagram with #ELCdonates. For every public, in-feed Instagram post featuring both hashtags, ELC will donate $25 (up to a total of US$250,000) to the Breast Cancer Research Foundation.
  • Distribute informational brochures and pink ribbons at ELC beauty brand counters worldwide

In addition, 19 of ELC’s beauty brands (including Aveda, Becca, Bobbi Brown, Clinique, Jo Malone London, La Mer and Prescriptives) will support the Campaign by selling Pink Ribbon products or making donations to BCRF and/or other charitable organisations.

Since ELC launched The Breast Cancer Campaign in 1992, and founded the BCRF a year later, the company has raised more than US$79 million for global research, education and medical services – and funded 260 medical research grants with more than US$65 million.

Breast cancer is the most common cancer in women worldwide with one woman diagnosed with the disease every 15 seconds.

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