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The 2014 Estée Lauder Companies’ Awareness Campaign calls on those touched by breast cancer to share their stories

The Estée Lauder Companies’ Breast more than 70 countries and has raised Facebook, Twitter, YouTube and Instagram Cancer Awareness (BCA) Campaign that more than $53 million to support global @BCAcampaign. BCAcampaign.com launched in the beginning of October research, education and medical services. displays the authentic, personal stories this year is designed to create a global Nearly $42 million in funding has gone to of strength and support designed to community of strength and support through 166 BCRF research projects worldwide in empower others to speak openly about digital storytelling with a campaign built the past 20 years. These funds have directly their experience and encourage them around the people affected by this horrible resulted in significant innovations and to share their story. The website also disease. improvements in care, from the launch of showcases stories submitted through social In “Hear our stories. Share yours.” the an early-phase breast cancer vaccine trial to media using #BCAstrength. A series of 2014 BCA Campaign comes to life through improved ways to assess risk in young girls compelling, documentary-style video the authentic, inspirational stories of brave from families with multiple cases of breast tributes introduces the call-to-action “Hear women and men who have faced breast cancer. our stories. Share yours.” through relatable cancer, and the loved ones who supported The 2014 BCA Campaign unites the and powerful stories of individuals touched them throughout the experience. global breast cancer community around the by breast cancer, and the often-overlooked While still lighting up iconic buildings Campaign’s core mission to defeat breast supporters who are also impacted by the in pink, the latest campaign expands on the cancer through education and medical disease. theme, “Let’s Defeat Breast Cancer. We’re research. This year, The BCA Campaign is Visitors to the site are encouraged Stronger Together.,” by inviting people all committed to raising $5 million to support to share their own stories through text, over the world to visit BCAcampaign.com breast cancer research, education and photos and videos as a way to honor to hear these powerful stories. Estée Lauder medical services worldwide by evolving support from friends, family members, co- is hoping that others will find strength in its focus from enhanced awareness workers, doctors, nurses, caregivers, loved their common experiences, be moved to to increased action. This evolution ones—even the kindness of strangers. share their own stories, and join the fight exemplifies Evelyn H. Laude ’s belief that Individuals who share their stories on against breast cancer through making a we become stronger in action when we join BCAcampaign.com will have the option donation to The Breast Cancer Research together. of being considered for inclusion in The Foundation (BCRF). Her words, “It really is something that 2015 BCA Campaign, which will continue Over the past two decades, The Estée can never be done by any one person; it to use innovative storytelling to convey Lauder Companies’ BCA Campaign, has to be done by a group,” still ring true meaningful messages of gratitude and launched by the late Evelyn H. Lauder, today, and are the inspiration behind the strength among the global breast cancer co-creator of the and founder “We’re Stronger Together” theme, which community. Details will be announced in of BCRF, has been a leading voice for will remain an integral focus of The BCA early 2015. around the world. Campaign in the years to come. Throughout the year, BCAcampaign. It sparked a global movement that has At the heart of The 2014 BCA com will continue to spotlight relationships helped save millions of lives and fund Campaign is a global, interactive digital that exemplify how “We’re Stronger groundbreaking breast cancer research. experience, brought to life through Together” in an effort to foster a unique, Today, The BCA Campaign is active in BCAcampaign.com and through interactive breast cancer support community. This dynamic, storytelling hub will deliver an ongoing flow of inspirational and educational content year- round, while also encouraging donations in support of BCRF.

The Estée Lauder Companies are also Sales of the contributing to The 2014 BCA Campaign and Elizabeth Hurley by selling Pink Ribbon products or making Dream Pink Collection will donations for , , Bumble go to fund BCRF. and bumble, , Coach, Darphin, Donna Karan Cosmetics, Estée Lauder, Jo Malone London, Lab Series Skincare for Men, La Mer, , Prescriptives, Smashbox and Tom Ford Beauty.

TFWA/FDFA Issue October/November 2014 52 INSIDER

BCRF for every uplifting message or fueled Evelyn Lauder’s vision to make photo shared on Instagram or Twitter breast cancer a thing of the past. There is a that includes #BCAstrength. determination, a light, a real and personal William P. Lauder, Executive commitment that is somehow understood Chairman of The Estée Lauder in every language. The experience of Companies stated, “When my breast cancer, whether it happens to mother first began speaking out you personally or touches someone you about breast cancer, few people love—unites us beyond all measure, and were talking about it openly or the more I see this in action, the more I publicly. She held a strong belief feel the strength we all share when we join that knowledge is power, and together.” felt a responsibility to speak up Elizabeth Hurley, Global Ambassador and share the stories of women for The BCA Campaign stated, “Breast Estée Lauder’s Evelyn Lauder and families whose lives were cancer knows no boundaries and does not Dream compact and this limited edition Advanced Night touched by the disease. This year’s discriminate, touching everyone in every Repair complex are also part of the BCA collection. BCA Campaign honors the spirit country around the world. This year’s of knowledge, sharing and taking BCA Campaign is an opportunity to bring action, which was such an important millions together worldwide – women, Each year, The BCA Campaign takes part of my mother’s life. I know she wants men, families, caregivers – empowering action to defeat breast cancer through a us all to fight just as hard as she did to them to garner strength from one another. variety of fundraising and educational make sure these stories are heard and lives There really is so much we can learn and initiatives. In honor of The BCA are saved.” gain from talking to each other and from Campaign’s 22nd anniversary this year, , President and CEO of sharing personal stories of strength and The Estée Lauder Companies will donate The Estée Lauder Companies said, “There support to inspire and help others. Hearing $1 toward education and medical research, is something extraordinarily moving and each other’s stories and sharing them up to a maximum donation of $22,000, to undeniably universal about the energy that makes us all stronger, together.”

Estée Lauder reinforces ultra-luxurious Re-Nutriv range with new Black Diamond Infusion

Estée Lauder is about to introduce the serum made from these truffles preserves cell’s natural age-fighting abilities. This newest addition to its ultra-high end anti- and restores the skin’s density, suppleness helps the skin renew its appearance and aging skincare line in select travel retail and bounce. The serum is presented in two defend itself against signs of aging for a venues next month, with the launch of its separate vials, sealed apart to protect their visibly younger, healthier look. reformulated New Re-Nutriv Ultimate potency and designed to activate only when The launch campaign for the new Diamond Sculpting/ Refinishing Dual the two elixirs are blended together at use. ultra-luxury serum Infusion. The Golden Vial contains the patented is receiving the The super-luxurious Re-Nutriv range Black Diamond Truffle Extract that has star treatment targets more mature skin and the new been blended with SIRT-6, a longevity gene itself with the serum contains a precious extract from that plays an essential role in helping slow debut of legendary black Périgord truffles. Known as “black premature aging in skin cells. The Platinum model and diamonds,” the company says that the Vial contains a high potency blend of skin actress Stephanie refinishers that gently resurface, retexture Seymour as and smooth the skin. the face of Estée Lauder’s Re-Nutriv scientists the new Re- uncovered the biological activity of the Nutriv Ultimate Black Diamond Truffle, transforming Diamond it into a concentrated extract through a campaign. This proprietary, nine-step process. Truffles is Seymour’s have been prized for centuries for their first appearance aphrodisiac and therapeutic properties and for Estée Lauder as a source of strength. since signing The company says that the precious, on as a new patented extract helps the skin’s natural spokesmodel energy and vitality, which helps renew skin earlier this year.

TFWA/FDFA Issue October/November 2014 54 Copyright of Travel Markets Insider Magazine is the property of Pasternak Communications, Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.