Ralph Lauren wasn’t the only prominent brand to (smartly) tap into online media audiences when spreading breast cancer awareness this month. On Wednesday, Bloomingdale’s, along with the Estée Lauder Companies’ 2010 Breast Cancer Awareness Campaign, hosted a worldwide social media event to benefit the Breast Cancer Research Foundation. This year, a handful of bloggers participated by recreating the campaign’s signature visual. Elizabeth Hurley (Estée Lauder spokesmodel) and Evelyn Lauder, Senior Corporate Vice President of The Estée Lauder Companies and Founder and Chairman of The Breast Cancer Research Foundation, kindly took a moment to talk to us about the campaign and the huge impact it’s made.
First of all, Evelyn and Elizabeth were two of the most glamorous people I think I’ve ever seen in real life. Evelyn wore black lace Oscar de la Renta and Elizabeth was outfitted in hot pink Badgley Mischka. Their makeup, of course, was impeccable. What was truly impressive, however, was that their dedication to looking good paled in comparison to all that they’ve accomplished with this campaign. Evelyn’s BCRF is the real deal. It’s why the pink ribbon exists (They’ve given away over 110 million as of this year) and why the Empire State Building, along with several other landmarks around the world, has been lit pink.
On why she started the campaign in 1992, Evelyn explained, “I was so impressed with the success of the AIDS activists and the publicity that they were able to garner that I said we should do something as well. So it was very very important for editors like yourself to write stories about breast health and it touched a nerve with the readers. It took a taboo subject out in the open and it has changed lives.”
A big part of this year’s event was the incorporation of bloggers. “They have a huge reach,” said Evelyn, “and we feel that we’ve got to continue to expand the opportunities to give more information to more and more women each year. People are blogging more than they’re reading newspapers.” On how doing these events and making appearance can actually make a difference, Elizabeth explained, “We make personal appearances, we sign products and that works fantastically because we can get people involved. This time, we’re asking people to tweet about it. We’d love them to tell their friends to come pick up a [free] pink ribbon or maybe buy the one that I’ve got on which is twelve dollars fifty. It’s the keepsake one. It’s affordable and it’s beautiful.”
It was really pretty. And so was the huge pink arrangement of limited edition beauty products. Evelyn’s favorite was a $25 set of lipsticks. Elizabeth favored a set of two double-ended pink lip glosses with a pink carrying case, also $25. She also made a soy wax candle, which I loved. The proceeds of all Pink Ribbon products will benefit The Breast Cancer Research Foundation, and are part of Bloomingdale’s annual “Pink” campaign which to date has raised over $1.4 million for BCRF.