Byline: Julie Naughton

NEW YORK — Call it the power of pink. During the month of October, 241 well-known sites in 40 countries around the world will be illuminated in pink to inspire support for breast cancer research. The effort is being led by Evelyn H. Lauder, senior corporate vice president of the Estee Lauder Cos., who founded the not-for-profit charity the Breast Cancer Research Foundation in 1993.
On Monday evening, Niagara Falls was the first site to get in the pink, as Lauder, along with Leonard Lauder, chairman of the Estee Lauder Cos. and representatives for the mayors of Niagara Falls, Canada and Niagara Falls, N.Y. , turned on pink lights aimed at the falls. Tuesday, the Lauders were joined by Donald Trump and Elizabeth Hurley as they illuminated key New York City landmarks at the intersections of Fifth Avenue and 59th, 58th and 57th Street — including the Trump-General Motors Building, the Plaza Hotel, the Pulitzer Fountain and the Bergdorf Goodman Building.
International landmarks joining the effort this month include the Wellington Arch in London, England; Torre di Pisa in Italy; Cibeles Fountain in Madrid, Spain; the Tokyo Tower in Japan; Table Mountain in Cape Town, South Africa; La Diana Cazadora in Mexico City, Mexico, and the Copernicus Statue in Warsaw, Poland.
“The whole point of this campaign is to raise awareness about this cause across the globe, so that women will demand better care,” said Lauder. “With early detection, breast cancer can be as much as 90 percent curable. More people are surviving. Doctors are talking to each other on the Internet and sharing information. There is a great deal of hope that we will find a cure within the next 10 years.”
To further raise both awareness and funds, each of Lauder’s 16 brands is doing something for the cause in October, many with products, like Stila’s Pocket Palette, a special-edition lipcolor compact. The profits from the sales of those products will be shared with the American Red Cross and the Twin Towers Fund.
Such efforts aren’t new for Lauder, whose work for breast health awareness and breast cancer research has helped raise $30 million in the past eight years. Last year, the illumination concept was introduced, with 40 sites. This year, the number of sites more than quintupled.