’We had no idea Pink Ribbon would become a symbol!’

Evelyn H Lauder, Estee Lauder heiress and chairman of the Breast Cancer Research Foundation, speaks about her fight against the disease

'We had no idea Pink Ribbon would become a symbol!'

Evelyn H Lauder, Estee Lauder heiress and chairman of the Breast Cancer Research Foundation, speaks about her fight against the disease

What inspired you to fight breast cancer?
I was inspired by a video produced by Look Good...Feel Better, an organisation that helps women undergoing cancer treatments to feel better about themselves by giving them makeovers and advice on skin care and wigs.

Evelyn Lauder co-created the Pink Ribbon

Breast cancer continues to be the most commonly diagnosed cancer in women, excluding skin cancers. The good news is that the mortality rate continues to decline. This is believed to be the result of early detection and effective treatments.

What is the importance of the Pink Ribbon?
In 1992, Alexandra Penney, then editor-in-chief of SELF magazine, and I co-created the Pink Ribbon as a symbol of breast health and to remind women to check their breasts regularly and get an annual mammogram if over the age of 40. We had no idea that the Pink Ribbon would become an iconic symbol around the world. By the end of 2009, Estu00e9e Lauder will have distributed more than 85 million Pink Ribbons and brochures to our customers. In addition, now a person can send a Pink Ribbon through cyberspace by "poking" a friend on global social networking sites. Close to eight million virtual Pink Ribbons were sent out in Facebook as superpokes in October 2008. That's pretty incredible!

What are your plans for the 2009 BCA Campaign?
Our 2009 theme is: World Pink. World Without Breast Cancer. Wear a Pink Ribbon. Make a Difference. If we combine our voices, more lives can be saved. This October, over 70 countries will participate in The Estee Lauder Companies' Breast Cancer Awareness Campaign.

"Exciting news! Mid-day is now on WhatsApp Channels