The Evelyn Lauder Dream Collection’s Solid Perfume Compact. One-hundred percent of the proceeds are being donated to the BCRF.

The Estée Lauder Companies, and 15 of its brands, have gone all out this year for 2013’s Breast Cancer Awareness Month, which began October 1^st.

The late Evelyn Lauder has a long history fighting for the cause. She was one of the two original co-creators of the iconic Pink Ribbon, back in 1992; and the same year, she created the Estée Lauder Companies Breast Cancer Awareness (BCA) Campaign.

In 1993, Evelyn Lauder founded The Breast Cancer Research Foundation (BCRF), an independent non-profit organization committed to funding research, to help prevent and find a cure for the disease.

 

Smashbox’s Photo Finish Foundation Primer in its ‘pink’ packaging.

Although ‘pink-washing’ has been a buzzword in the media lately, advising consumers to be more aware of the organizations they support, the BCRF is one of the most fiscally responsible charities in the country. It is translucent about how it spends its donations.

BCRF has earned 4 stars from the online organization, Charity Navigator, and it is the only breast cancer organization rated an “A+” by CharityWatch, according to sources at ELC.

Last year, the BCRF awarded $40 million to 197 scientists across the United States, Canada, Latin America, Europe, the Middle East, Australia, and China.

The 2013 Campaign Continues to Support Evelyn Lauder’s Goals

William P. Lauder, executive chairman, and Fabrizio Freda, president and CEO, The Estée Lauder Companies, kicked off the 2013 Breast Cancer Awareness (BCA) campaign on October 1st by ringing the New York Stock Exchange Opening Bell.

William Lauder commented, “It’s been 21 years since my mother launched The Estée Lauder Companies’ BCA Campaign, which is now active in more than 70 countries worldwide. Perhaps the most gratifying accomplishment of all is that the fear that once surrounded breast cancer is being replaced by hope and inspiration…I think that my mother would be very proud to know that this is an effort that lives beyond her.”

Elizabeth Hurley is the BCA Campaign’s long-time global ambassador – she has been committed to the cause ever since signing on as a spokesmodel with Estée Lauder in 1995.

Recently, the model/actress has been tweeting @ElizabethHurley, encouraging women everywhere to ‘stand stronger together.’ Hurley commented: “Evelyn Lauder envisioned a world without breast
cancer. It is important to continue to celebrate her legacy and take positive action to create a future of
breakthroughs in education and medical research.”

The Coach fragrance, ‘dressed’ in pink ribbons.

The Estée Lauder brand is paying tribute this year to everyone fighting breast cancer with its Evelyn Lauder Dream Collection. It features the Evelyn Lauder Dream Solid Perfume Compact – a hand-crafted compact filled with the Pleasures fragrance, inscribed with “Estée Lauder Breast Cancer Awareness 2013.” (And, one-hundred percent of the suggested retail price of the compact will be donated to BCRF).

Also part of the collection is the Evelyn Lauder Dream Pin, which sparkles with contrasting soft pink and hot pink enamels, accented with two stones – one traditional BCA pink stone, and a blue stone. (Twenty percent of the pin’s suggested retail price will be donated to BCRF.)

The blue stone – and the blue in the design on the compact – represents the men who are diagnosed with breast cancer, which is approximately 1% of all cases in the U.S.

More Pink Ribbon Packaging

ELC is committed to raising $5 million this year for the cause – and 15 of its brands are contributing this year by selling Pink Ribbon products, or by making donations. Pink Ribbon Packaging helps entice consumers to support the cause.

The ELC brands taking part this year include: Aveda, Bobbi Brown, Bumble and bumble, Clinique, Coach, Darphin, Donna Karan Cosmetics, Estee Lauder, Jo Malone London, La Mer, Lab Series Skincare for Men, Origins, Prescriptives, Smashbox and Tom Ford Beauty.

Many of the Pink Ribbon products that went on sale October 1^st will still be available long after October ends, but only while supplies last.

• Coach launched a Signature EDT, in a limited-edition glass bottle with its signature “C” logo in pink. The carton is decorated to match. Twenty-percent of the suggested retail price will be donated to the BCRF.


• Bobbi Brown launched a limited edition French Pink Set – an embossed French Pink Blush and mini Face Blender brush. The brand is donating $10 from the purchase price to the BCRF.


• Clinique created a few different pink products this year – including a new shade for its Almost Lipstick, called Pink Ribbon Honey. It comes packed inside a pink mini cosmetic carrying pouch with a sewn pink ribbon detail. Three dollars from the purchase price will benefit BCRF.


• La Mer has redesigned its Hand Treatment packaging, for the first time, for the BCA Campaign. Ten dollars from its purchase price will be for the BCRF.


• Smashbox dressed up its Photo Finish Foundation PRIMER with the iconic pink ribbon. Five dollars of its purchase price is for the BCRF.

The Evelyn Lauder Dream Pin.

Clinique’s ‘Almost Lipstick’ in pink, with its matching cosmetic bag – a special set for BCA Month.

 

New Social Initiative for 2013

This year, ELC has also launched several new social media initiatives as part of its BCA campaign.

Circles of Strength was created so users can join circles, declare a goal, and share a meaningful story. “Circles” can also be shared through multiple social networks and participants are encouraged to use the hash tag #BCAstrength. Friends on Facebook can be tagged in circles.

Plus, these social media campaigns won’t end on October 31^st– they’ll continue throughout the year, supported by BCA Campaign’s Facebook, Twitter and Instagram pages – plus, on many brands’ websites.

The Creative Team Behind the Print Ads & Video

Four ad visuals are part of the 2013 BCA Campaign, which feature relatable images of a diverse group of people celebrating the supportive role of mothers, friends and partners – striving to convey the message that breast cancer touches all of us.

The creative was conceived by Jim Nevins, senior vice president, global creative director of Clinique; Aubyn Gwinn, executive director, Clinique Print Design; and Carol Tuder, vice president, Clinique Copy Worldwide. Images were photographed by Christian Whitkin.

ELC’s creative team also features a behind-the-scenes ad campaign video, on The BCA Campaign YouTube channel. Participants discuss their personal connections to breast cancer, share tips for maintaining inner beauty and wellness, and discuss ways to take action and support others.