Nearly a year after its founder, Evelyn H. Lauder, passed away, the Breast Cancer Research Foundation is taking steps to continue her legacy — including partnering with the Estée Lauder Cos. Inc. to mark the corporation’s 20th annual Breast Cancer Awareness campaign.
The BCA campaign, which kicks off this week, has several new elements this year, including an interactive Facebook “Milestones of Courage” timeline, which also curates content marked #BCA20 from Instagram, Twitter, Viddy and Tumblr; an interactive mobile exhibition, and a new brand visual put together by Jim Nevins, senior vice president and global creative director for Clinique, with an image by Patrick Shaw. There is also a public-service ad running on Taxi TV.
In 2010, the BCA Campaign set a Guinness World Record for most monuments lit for a cause in a 24-hour period, with 38 on the docket. Monuments to be lit this year include the Empire State Building, Paris’ Opera House and the Los Angeles International Airport.
Lauder appears in a milestone video, which will be used around the world at press events, social- and digital-media outlets and selected retailers. Speaking on why she founded the BCRF and then the BCA campaign, she said, “[About] 44,000 women were dying from breast cancer every year, and no one was talking about it. Once you know something has to be done, you have to do it. If you don’t do it, it’s a sin.”
She added, “It’s one thing to be able to sell fragrances and perfumes and creams to all our customers. It’s another thing to help them live their lives longer.”
“The BCA campaign is one of the most important things we do as a company that is not related to selling and marketing our product,” said William Lauder, executive chairman of the Estée Lauder Cos., who is carrying on his mother’s role of traveling to global cities with program ambassador Elizabeth Hurley. “It has so many different touch points, both within our company and outside our company. It is one of the most important philanthropic causes that we do. It crosses multiple brands and creates a level of engagement.” Lauder noted that many advances in breast-cancer research over the past 20 years have been funded by the BCRF and the BCA campaign.
This year, he added, 15 of the corporation’s brands are participating with a variety of merchandise, including a $75 Estée Lauder enameled compact with a blush shade dubbed Evelyn’s Dream; a $27.50 Origins Make a Difference skin rejuvenating treatment; a $19 bright pink Smashbox Be Legendary lipstick in Inspiration; a $16 Clinique Pink With a Purpose Chubby Stick Moisturizing lip color, and a $45 Bobbi Brown Pink Peony Set, with a Pink Peony Illuminating Bronzer and Mini Blender Brush.
The BCA campaign has generated $35 million in North America over the years through the sale of these products, which has been donated directly to the BCRF. The BCRF has raised more than $380 million for research since its inception in 1993.
“We felt both inspired and emotional about the fact that this is both the 20th anniversary of the campaign — which really shows an enduring commitment — and, of course, our first year of carrying on without Mrs. Lauder, so it is very personally important to all of us,” said Marisa Thalberg, vice president of corporate digital marketing for the Estée Lauder Cos.
The Facebook application will live on the BCA’s global Facebook page and can be contributed to globally, including the 36 countries that participate in the BCA campaign. In China, where Facebook is not permitted, the company will use Sina Weibo, the Chinese equivalent of Facebook, and Tuding, an Instagram-type channel, to get a similar message out.
“We will also pepper in research milestones and other accomplishments from the last 20 years,” said Thalberg of the timeline.
To further drive consumers to use the application, the BCA campaign will donate $1 to the BCRF for every global milestone posted to its Facebook in October, up to $25,000.
The U.S. and several global markets will offer an interactive mobile exhibition outfitted in a trailer. At the touch of a screen, visitors will be able to access the monument illuminations for the last 20 years; all of Evelyn Lauder’s public-service announcements on breast cancer, and meetings with former first lady and current Secretary of State Hillary Rodham Clinton, among other high points. About 40 people can be in the unit at any given time.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye