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It’s more than a ribbon: The Estée Lauder companies introduces its 2020 breast cancer campaign

The Campaign continues its global call to action, #TimeToEndBreastCancer, and inspires hope

Around the world, we are experiencing challenging times as a result of the coronavirus pandemic. This is true for all of those impacted by the disease, especially the breast cancer community who now faces more risk and vulnerability. At The Estée Lauder Companies it has only reaffirmed how crucial it is to support one another as well as medical research, all of those currently living with breast cancer, vulnerable groups who may face a disparity in access to healthcare, and the doctors, nurses, and caretakers on the front lines. That’s why The Estée Lauder Companies remains dedicated to The Breast Cancer Campaign (The Campaign) and its mission to create a breast cancer-free world.

This year, The Campaign’s creative features a single, bold Pink Ribbon—the globally recognized symbol for breast cancer. However, what it represents goes much further—it’s more than a ribbon, it unites us. It’s a movement, a representation of the global community, and it honors everyone touched by this disease. Every 15 seconds, somewhere in the world, a woman is diagnosed with breast cancer1—and that is far too many. We are united in hope around the shared goal: its #TimeToEndBreastCancer.

The Estée Lauder Companies has been a leader in the global breast cancer movement since Evelyn H. Lauder co-created the Pink Ribbon and started The Campaign in 1992. Now more than ever, The Estée Lauder Companies champions the wellbeing of the global breast cancer community and will continue to drive funds and inspire action. The Campaign has raised more than $89 million globally for lifesaving research, education, and medical services, with more than $73 million funding 293 medical research grants through the Breast Cancer Research Foundation® (BCRF), the highest-rated nonprofit breast cancer organization in the U.S. founded by Evelyn H. Lauder in 1993. The BCRF research The Campaign supports in seven countries across the globe spans the entire continuum of cancer research – from basic biology of how healthy cells go awry and become cancer, to developing new diagnostic tests and new treatments, to research to improve a patient’s quality-of-life both during and after treatment.

The Campaign continues to positively impact the global community in numerous ways, including highlighting the importance of education and early detection by convening discussions with medical experts and producing informative materials; supporting the building and expansion of various care centers to treat breast cancer patients; funding medical resources including access to mammograms and screenings; positively impacting people with breast cancer and their families through support, therapy and counselling programs; and funding medical research throughout the world. In the U.S., breast cancer mortality rates have decreased by 40% among women since the late 1980s, 2 and today, there are more than 3.8 million breast cancer survivors.

William P. Lauder, Executive Chairman of The Estée Lauder Companies Inc., affirms The Campaign’s mission and honors the legacy of his late mother stating, “Our mission to create a breast cancer-free world was the vision of my mother, Evelyn H. Lauder, who started The Breast Cancer Campaign and co-created the Pink Ribbon in 1992, bringing a global level of awareness to the disease through our employees, consumers, and partners. Citizenship and sustainability have always been part of The Estée Lauder Companies’ values and The Breast Cancer Campaign represents the best of who we are as a company. Today, I am more proud than ever of the positive impact we have made in the breast cancer community and against the disease. Our dedication remains unwavering, uniting our global community in action, to bring us closer to a cure.”

The Campaign will take the following actions aligned to its mission:

  • Unite people virtually around the globe through digital events and activations to drive engagement and support.
  • Launch a new social media call to action to rally supporters to participate and raise funds for BCRF through the simple action of showing their Pink Ribbon and sharing what it means by using the hashtags #TimeToEndBreastCancer and #ELCdonates.
  • For every public, in-feed Instagram or Facebook post during the month of October featuring both hashtags together, @esteelaudercompanies will donate $25 to @bcrfcure up to $100,000—because it’s always been more than a ribbon.
  • Illuminate buildings, monuments and landmarks worldwide in glowing pink lights to raise awareness of breast health, including the Empire State Building, New York City and the Eiffel Tower, Paris,
  • Mobilize employees worldwide to positively impact communities and unite in action to support more than 60 breast cancer organizations around the world.
  • Continue to produce and distribute informative materials and pink ribbons worldwide.
  • Drive donations to BCRF through
  • Raise donations for breast cancer patients and improvement of facilities in the Philippines

Elizabeth Hurley, The Campaign’s longtime Global Ambassador shared, “Being a part of the movement to end breast cancer is my most meaningful work. With people around the world still being diagnosed with breast cancer every minute of every day, the disease remains a challenge that we are dedicated to. I joined Evelyn to work on The Campaign shortly after she started it in the early in 1990s, when women still did not talk openly about the disease. She would be so proud of how far we have come and the positive impact we have had! I’ve seen the tremendous progress made through the research we have funded, and spoken to many leaders in the field who all tell me the same thing—that we must continue to fund research to advance science, treatments, and care, to bring us closer to a cure. Evelyn had a vision and knew that long-term impact would be the result of our collective actions. I am honored to wear the Pink Ribbon proudly and be a small part of the global community that is driven to end this disease once and for all.”

This year, 20 of The Estée Lauder Companies’ brands will support The Campaign’s mission: AERIN, Aveda, BECCA, Bobbi Brown, Bumble and bumble, Clinique, Darphin, DKNY, Donna Karan, Dr. Jart+, Estée Lauder, GLAMGLOW, Jo Malone London, La Mer, Lab Series, Origins, Prescriptives, RODIN olio lusso, Smashbox, and Tom Ford Beauty. Each will sell Pink Ribbon Products or make donations to BCRF and/or other charitable organizations around the world.

“The culture and values of The Estée Lauder Companies are exemplified by the inspiring work of The Breast Cancer Campaign, one of our most recognized citizenship initiatives and the cornerstone of our commitment to social responsibility. Particularly during challenging moments, we are reminded of our responsibilities as global citizens to protect the health and wellness of our employees and the communities in which we operate. Our values continue to guide us as we create positive change by supporting all those touched by breast cancer,” said Fabrizio Freda, President and Chief Executive Officer, The Estée Lauder Companies Inc.

The Estée Lauder Companies is united to create a breast cancer-free world until no one loses their life to this disease. Together, The Campaign will continue to raise funds, educate, support, and make a real impact to bring us closer to our mission.

To learn more about The Estée Lauder Companies’ Breast Cancer Campaign, visit

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