In Japan, Tokyo Tower will be illuminated in pink on October 1st again this year!

The Pink Ribbon campaign was initiated in 1992 by Evelyn Lauder, Senior Corporate Vice President of Estée Lauder Companies, with the desire to "support women not only in their external beauty but also in their spirit." In 1993, the Breast Cancer Research Foundation was established, and by the end of October 2010, it is expected to have donated over $45 million, demonstrating significant growth.

In Western countries, the increased visibility of the Pink Ribbon campaign has shifted public awareness, leading to the widespread adoption of mammography screenings. Combined with advancements in treatment methods, breast cancer mortality rates have declined since around 1990. In recent years, the Pink Ribbon campaign has also gained momentum in Japan, with various activities undertaken to communicate the importance of early detection of breast cancer.

The official and mobile websites for the 2010 Pink Ribbon Campaign will be regularly updated with interviews from breast cancer survivors and blogs detailing mammography experiences. They also feature engaging content such as sign-ups for October events and reader giveaways.

We hope to expand the circle of this year's campaign slogan: "Share, Connect, Overcome."

Estée Lauder 2010 Pink Ribbon Campaign
Official Website
http://www.bcap.jp

Mobile Site
http://bcap.jp/m/

Estée Lauder Customer Service
Tel. 03-5251-3386
pinkrinboon@jp.estee.com