PINK-TOBER, A MONTH OF FASHION, AWARENESS AND FUNDRAISING
By: Prachi Khatri
Every October, select fashion and beauty brands show their support by releasing limited edition products for Breast Cancer Awareness Month. Why? Because breast cancer is the number one most common cancer in women globally.
Breast Cancer Awareness Month is an international health campaign, aptly dubbed Pink-tober. Many fashion and beauty brands have put their best foot forward to raise awareness and funds to help celebrate the progress made against the disease while also contributing to raising awareness through pink themed collaborations, unique collections and focused charity.
ZENITH, the Swiss luxury watchmaker has launched a campaign PINK FOR HOPE, a collaboration with Susan G. Komen®, a non-profit that helps breast cancer patients worldwide. ZENITH has released a limited edition watch DEFY SKYLINE where 20% sale proceeds from all 100 pieces will benefit the charity. The price tag is just as flashy as the watch at $10,300.00USD.
Image Source: ZENITH website
In the world of beauty, Estée Lauder, a global leader has been on a mission to create a cancer-free world through its breast cancer campaign since 1992. The Estée Lauder Company’s (ELC) initiative to create a breast cancer free world for all has been well known since its iconic Pink Ribbon campaign launched by the late Everley H. Lauder over 30 years ago. The launch of the Pink Ribbon campaign was the company’s largest social impact program. Ever since, Estée Lauder has provided more than $131 million to global education and medical services through the Breast Cancer Research Foundation.
Image Source: Estée Lauder website
With the World Health organization estimating 77% rise in cases of cancer by 2025, it is alarming and important to bring people together for this cause to eliminate risk. Lauder’s initiative in breast cancer has been instrumental in creating awareness, leading to early detection and higher survival rate. Estée Lauder’s new campaign #timetoendbreastcancer is all about advancing breast cancer prevention and educating women to help reduce the likelihood of developing the disease.
Image Source: Estée Lauder website
The #TimetoEndBreastCancer campaign includes various global projects like illuminating iconic structures such as the Empire State Building in NYC and Burj Al Arab in pink to create awareness via engagement on social media using the hashtag #TimetoEndBreastCancer.
Through various popups using hashtags the company is encouraging its audience to perform those self-exams and schedule mammographs. The Estée Lauder Company has also pledged to donate $25 for each social media post tagged with #TimetoEndBrestCancer.
Every year the company comes up with a different unifying theme, adding a new leaf to its breast cancer awareness campaign. With every 1 of the 8 women diagnosed with breast cancer during their lifetime, campaigns like “Breast Care is Self-Care” by the Estée Lauder Company Foundation are here to become the change makers that’s our society needs.
The Estée Lauder foundations also run various self-check campaigns educating women on how to detect the early signs and symptoms of breast cancer. It’s not just about the awareness, it’s about staying one step ahead for yourself as well as for your loved ones, knowing and understanding the early signs. Early detection is the superpower in the fight against breast cancer and increases the survival rate of disease by 99% if detected early.
Initiatives like Estée Lauder’s Company’s Breast Cancer Foundation not only link fashion and beauty with a great cause but also attract consumers to take meaningful action and add value to their shopping cart. The pink ribbon has been used into several Estée Lauder Company brands, like JoMelone, Clinique, Origins, etc. each donating to cancer-focused organizations around the world with a flat donation amount or through the sale of its limited-edition pink ribbon collection products. A portion of the sales go toward funding research around breast cancer prevention, diagnosis, and treatments helping to bring the bring the cure closer.
Estée Lauder has supported more than 60 charitable organizations in its mission to support research and development. Head over to Estée Lauder Companie’s website (https://www.elcompanies.com) to directly donate or purchase its limited-edition products from pink ribbon collection.
Philanthropy in fashion can make a real difference if companies like Estee Lauder continue using their platform to empower individuals with the strength of awareness. Their initiative reminds us of the continuous need for assistance, research to fight against the disease and motivate actions. The company has been extremely successful in uniting people by not only its diversified approach to raising funds but also fostering a sense of community for those affected by the disease.
Cover Image: Angiola Harry / @ang10ze