THE ESTÉE LAUDER COMPANIES’ 2012 BREAST CANCER AWARENESS (BCA) CAMPAIGN CELEBRATES
ITS 20 YEAR ANNIVERSARY AND THE LIFE & LEGACY OF FOUNDER, MRS. EVELYN H. LAUDER COURAGE. BELIEVE IN A WORLD WITHOUT BREAST CANCER.
KNOW WE’RE HERE UNTIL IT’S TRUE.
New York, NY, June 4, 2012 – The Estée Lauder Companies is proud to announce the 20th Anniversary of its global Breast Cancer Awareness (BCA) Campaign. The 2012 Campaign theme is Courage. Believe in a world without breast cancer. Know we’re here until it’s true. This year’s bold, empowering message highlights the Company’s 20 year commitment to defeating breast cancer through education and medical research and celebrates the life and legacy of BCA Campaign Founder and Pink Ribbon co-creator, Mrs. Evelyn H. Lauder.
This milestone BCA Campaign is dedicated to the tremendous courage of Evelyn Lauder and her unwavering commitment to eradicate breast cancer. In 1992, during a time when thousands were dying from the disease yet it was only spoken about in whispers, she launched The BCA Campaign to raise awareness
for the disease, encouraging women everywhere to practice breast health, while working tirelessly to raise funds for the critical research needed to find a cure. Twenty years later, The
BCA Campaign continues to carry on Evelyn Lauder’s mission, inspiring women and men alike to find the courage and encourage others to tenaciously fight for a world free of breast
cancer. The BCA Campaign is active today in more than 70 countries, has raised more than $35 million to fund 140 Breast Cancer Research Foundation® grants for medical research
and this year alone supports 13 research grants across the globe. The BCA Campaign will continue spreading its lifesaving awareness message globally in the hope of a world in which
breast cancer no longer exists. The 2012 BCA Campaign was conceived by Jim Nevins, Senior Vice President, Global Creative Director of Clinique and Aubyn Gwinn, Executive Director, Clinique Print Design with image photographed by Patric Shaw. Mr. William Lauder, Executive Chairman of The Estée Lauder Companies stated, “I am honored to dedicate this year’s
BCA Campaign to my mother, Evelyn Lauder, a courageous pioneer. We also want to commemorate all those who have shown courage – whether personally facing breast cancer, bravely standing by a loved one inflicted with the disease or fearlessly spreading the word about breast health. We are proud to look back at the enormous progress that The Estée
Lauder Companies has made over the last twenty years in educating millions of people globally about the importance of breast health and that early detection saves lives. I believe
my mother would emphasize that the 2012 BCA Campaign empowers us all to be courageous in the face of this terrible disease, persevere in the fight against it – and believe in a
future free of it.”
Fabrizio Freda, President and CEO, The Estée Lauder Companies added, “Evelyn Lauder’s determination and commitment to The BCA Campaign lives on in our employees, consumers,
retail partners and corporate stakeholders who continuously demonstrate Evelyn’s high-touch dedication and passion to take action against this disease. The BCA Campaign is devoted
to defeating breast cancer through education and medical research, and this year’s call to action for “courage” universally resonates with audiences across generations, cultures and
communities. On the 20th Anniversary of The BCA Campaign, I am proud that our Company remains steadfast in providing the latest information in breast health education and raising
critical funds for medical research, so we can end breast cancer in our lifetime.”
• Reach countless people worldwide. In 2011 alone, The BCA Campaign touched millions through its press outreach with its lifesaving awareness message.
• Distribute millions of the iconic BCA Pink Ribbons at the counters of The Estée Lauder Companies’ brands worldwide, adding to the 115 million Pink Ribbons distributed to date.
• Spread the word about early detection and breast health globally, adding to the millions of educational bookmarks and brochures distributed to date.
• Offer Pink Ribbon products through many of The Estée Lauder Companies’ sought-after beauty brands to raise funds for medical research.
DURING OCTOBER 2012, THE BCA CAMPAIGN WILL:
The Estée Lauder Companies’ Breast Cancer Awareness Campaign is devoted to defeating breast cancer through education and medical research.
THE ESTÉE LAUDER COMPANIES INC.
The Estée Lauder Companies Inc. is one of the world’s leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products. The Company’s products are sold in over 150 countries and territories under the following brand names: Estée Lauder, Aramis, Clinique, Prescriptives, Lab Series, Origins, M•A•C, Bobbi Brown, Tommy Hilfiger, Kiton, La Mer, Donna Karan, Aveda, Jo Malone, Bumble and bumble, Darphin, Michael Kors, American Beauty, Flirt!, GoodSkin Labs, Grassroots Research Labs, Sean John, Missoni, Tom Ford, Coach, Ojon, Smashbox and Ermenegildo Zegna.
• Illuminate numerous buildings, monuments and landmarks all over the world in glowing pink lights, focusing attention on the importance of breast health and that early detection saves lives. In 2010, The BCA Campaign proudly established a first-ever Guinness World Record for “Most Landmarks Illuminated for a Cause in 24 Hours.”
• Activate high-profile influencers worldwide as Ambassadors for The BCA Campaign’s World Pink Ribbon Ambassador (WPRA) Initiative.