the estee lauder companies breast cancer awareness campaign

THE ESTEE LAUDER COMPANIES
BREAST CANCER AWARENESS CAMPAIGN 2012
The Estée Lauder Companies is proud to announce the 20th anniversary of its
global Breast Cancer Awareness (BCA) Campaign. The 2012 Campaign theme
is Courage. Believe in a world without breast cancer. Know we’re here until it’s
true. This year‟s bold, empowering message highlights the Company‟s 20 year
commitment to defeating breast cancer through education and medical research
and celebrates the life and legacy of BCA Campaign Founder and Pink Ribbon
co-creator, Mrs. Evelyn H. Lauder.
This milestone BCA Campaign is dedicated to the tremendous courage of Evelyn
Lauder and her unwavering commitment to eradicate breast cancer. In 1992,
during a time when thousands were dying from the disease yet it was only
spoken about in whispers, she launched the Estée Lauder Companies‟ BCA
Campaign to raise awareness for the disease, encouraging women everywhere
to practice breast health, while working tirelessly to raise funds for the critical
research needed to find a cure.
Twenty years later, the BCA Campaign continues to carry on Evelyn Lauder‟s
mission, inspiring women and men alike to find the courage and encourage
others to tenaciously fight for a world free of breast cancer. The BCA Campaign
is active today in more than 70 countries, has raised more than USD$35 million
to fund 140 Breast Cancer Research Foundation® grants for medical research
and this year alone supports 13 research grants across the globe. The BCA
Campaign will continue spreading its lifesaving awareness message globally in
the hope of a world in which breast cancer no longer exists.
Mr. William Lauder, Executive Chairman of the Estée Lauder Companies states,
“I am honoured to dedicate this year‟s BCA Campaign to my mother, Evelyn
Lauder, a courageous pioneer. We also want to commemorate all those who
have shown courage – whether personally facing breast cancer, bravely standing
by a loved one inflicted with the disease or fearlessly spreading the word about
breast health. We are proud to look back at the enormous progress that the
Estée Lauder Companies has made over the last 20 years in educating millions
of people globally about the importance of breast health and that early detection
saves lives. I believe my mother would emphasise that the 2012 BCA Campaign

empowers us all to be courageous in the face of this terrible disease, persevere
in the fight against it – and believe in a future free of it.”
Fabrizio Freda, President and CEO, the Estée Lauder Companies adds, “Evelyn
Lauder‟s determination and commitment to the BCA Campaign lives on in our
employees, consumers, retail partners and corporate stakeholders who
continuously demonstrate Evelyn‟s high-touch dedication and passion to take
action against this disease. The BCA Campaign is devoted to defeating breast
cancer through education and medical research, and this year‟s call to action for
„courage‟ universally resonates with audiences across generations, cultures and
communities. On the 20th anniversary of the BCA Campaign, I am proud that our
Company remains steadfast providing the latest information in breast health
education and raising critical funds for medical research, so we can end breast
cancer in our lifetime.”
DURING OCTOBER 2012, THE BCA CAMPAIGN WILL:
� Reach countless people worldwide. In 2011 alone, The BCA Campaign
touched millions through its press outreach with its lifesaving awareness
message.
� Distribute millions of the iconic BCA Pink Ribbons at the counters of the
Estée Lauder Companies‟ brands worldwide, adding to the 115 million Pink
Ribbons distributed to date.
� Spread the word about early detection and breast health globally, adding to
the millions of educational bookmarks and brochures distributed to date.
� Offer Pink Ribbon products through many of the Estée Lauder Companies‟
sought-after beauty brands to raise funds for medical research.
� Illuminate numerous buildings, monuments and landmarks all over the world
in glowing pink lights, focusing attention on the importance of breast health
and that early detection saves lives. In 2010, the BCA Campaign proudly
established a first-ever Guinness World Record for “Most Landmarks
Illuminated for a Cause in 24 Hours.”
� Activate high-profile influencers worldwide as Ambassadors for The
Campaign‟s World Pink Ribbon Ambassador (WPRA) Initiative.
BREAST CANCER AWARENESS CAMPAIGN IN MALAYSIA
In Malaysia, the Estée Lauder Companies Malaysia has been advocating this
campaign since 1996. In the past 16 years, the Company has distributed more
than a million Breast Self Examination instructional cards and pink ribbons, and
has donated RM2.75 million to this cause to beneficiaries.

This year, the Estée Lauder Companies Malaysia has put together a series of
fundraising activities as well as awareness programmes for the 20 year
anniversary Breast Cancer Awareness (BCA) Campaign. These include:
� PINK RIBBON CHARITY WALK AND LANDMARK ILLUMINATION
Happening at the National Science Museum from 4pm to 8pm, on
Saturday, 29th September 2012, a total of 2,000 participants are expected
to take part in this 3.5km charity walk. For just a fee of RM50 per entry,
which will be donated to charity, participants will not only be able to be
part of this fun activity but will also get a chance to show their support for
the Estée Lauder Companies Malaysia‟s Breast Cancer Awareness (BCA)
Campaign. To celebrate the start of the campaign, the National Science
Museum will be illuminated in pink as part of the campaign‟s landmark
illumination activity each year.
� PINK RIBBON CHARITY GOLF
An annual fundraising event for the past 12 years in the history of the
Breast Cancer Awareness (BCA) Campaign, the Pink Ribbon Charity Golf
event will see 120 avid golfers come together for a purpose – to tee off in
the name of charity. Happening Wednesday, 17th October 2012 at the
East Course of the Kuala Lumpur Golf & Country Club, golfers need only
pay RM900 per person or RM3,600 per flight, which will be donated to
charity. Each golfer will also take home a goody bag as well as stand a
chance to win attractive lucky draw prizes.
� PINK RIBBON CHARITY BALL
This black-tie event – happening Wednesday, 31st October 2012 in
Shangri-La Hotel, Kuala Lumpur – promises a night of fun, memories and
most importantly, purpose. Tables are priced at RM20,000, RM10,000 and
RM5,000, of which proceeds will be donated to charity. Guests will have
plenty to look forward to at the Pink Ribbon Charity Ball. The highlight of
the night is an exclusive showcase by Ramin Karimloo, the Iranian-born
Canadian actor and singer, who will treat guests to a world-class
performance where he will perform a showcase dubbed West End Musical
from Andrew Lloyd Webber featuring show tunes from Phantom of the
Opera, Miss Saigon, Sunset Boulevard and Les Miserables. Jaclyn Victor
will join Karimloo as a guest singer. Also happening during the Pink
Ribbon Charity Ball is an auction where guests can bid for amazing items
including a Maurice Lacroix Pontos Décentrique Phases de Lune
timepiece worth RM17,200 and an exclusive Selberan bracelet specially

designed for the Estée Lauder Breast Cancer Awareness (BCA)
Campaign worth RM20,000.
For more information on table sales, please contact Penny Ng, Annie
Leong or Yen Chong at 03-2092 6000.
� MAMMOGRAM SPONSORSHIP PROGRAMME
The Estée Lauder Companies Malaysia will work closely with Malaysia‟s
National Cancer Society and the College of Radiology in the Mammogram
Sponsorship Programme to visit rural villages and urban poor areas in
Malaysia so that experts can educate the women there about the
importance of a self-breast examination and mammograms as well as
provide transportation to local hospitals so that these women can have
their mammograms done for free. To help fund the programme,
Malaysians are invited to make a donation of RM50 whereby the Estée
Lauder Companies Malaysia will then match the total amount donated for
this programme. Donations can be made at any Estée Lauder Companies
Malaysia‟s brands in Parkson stores nationwide until 31st October 2012.
� EXCLUSIVE PINK MERCHANDISE
Exclusive Estée Lauder Companies pink merchandise will be sold
throughout the Breast Cancer Awareness (BCA) Campaign, whereby 100
per cent of the proceeds will go towards charity.
� Estée Lauder Evelyn Lauder and Elizabeth Hurley Dream Lip
Collection (RM100)
This lip-loving set offers a full-size Pure Color Lipstick in Candy, a
shade chosen by Evelyn Lauder, and a Pure Color Gloss in Pink
Innocence, as chosen by Elizabeth Hurley, which is decorated with the
2012 Pink Ribbon design with a touch of blue to represent the
approximately one per cent of male breast cancer victims in the United
States. The lip colours are featured in a chic pink snakeskin-printed
clutch. Available exclusively at Estée Lauder counters in Parkson
nationwide.
� Bobbi Brown Pink Peony Set Illuminating Bronzing Powder (RM165)
In memory of Evelyn H. Lauder and her profound legacy to The Breast
Cancer Research Foundation®, Bobbi Brown offers this limited-edition
set featuring a Pink Peony Illuminating Bronzer and a Mini Face
Blender Brush. This beautiful set is available at all Bobbi Brown
freestanding stores nationwide.

Tying up with the Estée Lauder Companies Malaysia, jewellery brand Selberan
has specially designed a Selberan Pink Ribbon pendant and pin in lush pink
enamel, priced at RM380, and a luxurious Selberan ribbon made either in 18K
white gold for RM1,650 or 18K yellow gold for RM1,550 sold exclusively at
Selberan boutiques from August to October 2012. Ten per cent of sale proceeds
from this range will be donated to the Breast Cancer Welfare Association
(BCWA).
Last but not least is BCBGMAXAZRIA‟s generous support whereby part of their
sales for the month of October will be donated to the Estée Lauder Companies
Breast Cancer Awareness fund. And as an added incentive to support the cause,
nett purchases of RM1,000 and above will receive a limited edition
BCBGMAXAZRIA „Courage‟ sunglasses which is specially designed again this
year in lieu of the fight against breast cancer.
Funds raised from the Pink Ribbon Charity Golf as well as other charitable
activities during the Breast Cancer Awareness (BCA) Campaign will go towards
this year‟s beneficiaries, which are The Breast Cancer Welfare Association, The
Cancer Research Initiatives Foundation, The College of Radiology Malaysia and
The National Cancer Society Malaysia. Each of these non-government, non-profit
organisations contribute towards fighting breast cancer through medical research,
support for survivors, patients and family members, free or subsidised treatments
and more.
The Estée Lauder Companies Inc. is one of the world‟s leading manufacturers
and marketers of quality skin care, make-up, fragrance and hair care products. In
Malaysia, the Company‟s products include Estée Lauder, Aramis, Clinique, Lab
Series Skincare for Men, Origins, M-A-C, Bobbi Brown, GoodSkin Labs, La Mer,
DKNY Fragrances, Sean John Fragrances and Tommy Hilfiger Fragrances.
“Courage. Believe in a world without breast cancer. Know we’re here until it’s
true.”

For more information, please contact:
Jean LOH
Senior Communications Manager
jloh@my.esteelauder.com
Tel: +603-20926000 ext 196 | Fax: +603-2287 3180
CHAN Mei Ling
Senior PR Manager
mechan@my.bobbibrowncosmetics.com
Tel: +603-20926000 ext 196 | Fax: +603-2287 3180
Public enquiries can be directed to elcbca@my.estee.com