PICCADILLY PINK: The Estée Lauder Cos. Inc. has opened its first pink pop-up shop at the Piccadilly Circus underground station in London to mark Breast Cancer Awareness Month.

Commuters will be able to buy limited-edition versions of prestige beauty products from brands such as Bobbi Brown, Crème de la Mer and Smashbox, with a percentage of sales going to The Estée Lauder Cos. Breast Cancer Awareness Campaign.

The shop is also offering complementary hand and arm massages, courtesy of Aveda; an instant cheek color from Bobbi Brown, and a Pure lip color from Estée Lauder. It will be giving free pink ribbons to all visitors.

The company said those unable to pay a visit can support the campaign by posting a photo, video or message on bcacampaign.com, Instagram or Twitter using the hashtag #EveryActionCounts. The Estée Lauder Cos. U.K. and Ireland will donate 1 pound, or $1.50 at current exchange, to the Breast Cancer Research Foundation for every post using #EveryActionCounts.

Products include Crème de la Mer: The Lip Balm; Estée Lauder Resilience Lift Night Firming/Sculpting Face and Neck Crème; Bobbi Brown Peony Set; Aveda Limited-Edition Aveda Hand ReliefT with ShampureT aroma.

Lauder’s Breast Cancer Awareness Campaign was founded in 1992 by the late Evelyn H. Lauder with the launch of the Pink Ribbon, and its mission is to defeat breast cancer through education and medical research. It has raised more than $58 million to support global research, education and medical services.

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