“We remain committed to taking action”

For almost 30 years, The Estée Lauder Companies has been at the forefront of the global fight to end breast cancer. The Breast Cancer Campaign was started by the late Evelyn H. Lauder in 1992, who co-created the iconic Pink Ribbon symbol. Hers is a legacy that has been carried on by her son, William P. Lauder – who continues her mission to end breast cancer for all. To date, The Campaign has raised over US$99 million to support global research, education and medical services, with more than US$80 million funding 321 Breast Cancer Research Foundation medical research grants worldwide. In this detailed interview, The Estée Lauder Companies Executive Chairman William P. Lauder talks to Martin Moodie about the key themes of The Campaign for 2021, ELC’s role as a beauty-inspired and value-driven company and how a digital-first approach is key to driving the company’s unwavering mission. Because while the world may have been ravaged by a different kind of health crisis this past 20 months, Lauder’s battle against breast cancer rages on – and is more important than ever. The interview coincides with the launch of The Estée Lauder Companies Breast Cancer Campaign 2021. The Moodie Davitt Report has turned its homepage and other media platforms pink in support of one of the world’s most remarkable and sustained Corporate Social Responsibility projects.

Martin Moodie: Mr. Lauder, when we spoke a year ago on the eve of the 2020 Breast Cancer Campaign, I asked how much the pandemic had affected your approach to the campaign. Given the sustained nature of the crisis, the question I think bears repeating. How are you approaching this year’s campaign in light of the events of the past 22 months or so?

William P. Lauder: As you recognise, it has truly been an unprecedented time living with the COVID-19 pandemic. Even with the challenges, we remain unwavering in The Breast Cancer Campaign’s mission to create a breast cancer-free world. Our efforts are more relevant than ever as this year as the World Health Organization announced that breast cancer has become the most common cancer worldwide—surpassing lung cancer for the first time. A digital-first approach remains key to the ongoing strategy and success of The Campaign, as we know digital and social media engage, unite, and connect people as never before. For example, we continue our global call-to-action on Facebook and Instagram to rally people to join us in helping fund lifesaving breast cancer research by grabbing their favourite pink lipstick, drawing a ribbon, sharing your story, and tagging 5 people to do the same. Whether they’re a patient, family or friend, survivor, doctor, or advocate. Breast cancer does not have a single story, yet it draws us all together. We invite people to share what it means to them to help those impacted by this disease and help us end breast cancer for all. For every public, in-feed Instagram or Facebook post during the month of October featuring both #TimeToEndBreastCancer and #ELCdonates together, The Estée Lauder Companies will donate US$25 to the Breast Cancer Research Foundation (BCRF) up to US$150,000. This year, 19 of The Estée Lauder Companies’ iconic brands proudly support The Campaign’s mission. Some high-touch elements of The Campaign may be approached differently this year, as we honour another Breast Cancer Awareness Month while living amongst the COVID-19 pandemic. Others will remain the same, such as the continuation of our yearly global landmark illuminations initiative, for which we hold a previous Guinness World Record. We will light iconic structures like the Eiffel Tower and Empire State Building in pink to raise awareness for breast cancer and honour those touched by the disease.

Evelyn H. Lauder was a pioneer in the fight against breast cancer, creating The Campaign and co-creating the Pink Ribbon in 1992. Hers is a legacy carried on by her son, William P. Lauder.

Do you think the focus on a very different kind of health issue (COVID- 19) is making it more difficult to raise awareness of breast cancer? If so, how can you raise the ante?

The fact is that even after we move forward from the pandemic, every 14 seconds, somewhere in the world, a woman will be diagnosed with breast cancer. We must continue our efforts to highlight breast cancer around the world despite the COVID-19 crisis.

And it’s not just an awareness issue. In many countries, health checks have either been delayed by hospitals or women are loathe to enter hospitals. Given that early diagnosis is so critical, what work are you doing in this regard?

When caught early, survival rates are at the highest they have ever been. The Breast Cancer Campaign supports research, education and medical services through 60+ organisations worldwide in so many ways. This includes advancing conversations on the importance of breast health education and early detection by facilitating discussions between the breast cancer community, medical experts and key opinion leaders, as well as producing informative materials An example of this in action will occur this October when ELC UK & Ireland holds its second Time to Unite Virtual self-check event. This expert-led initiative aims to bring together people from different communities to regularly conduct self-exams and set an official world record for the largest virtual breast self-check. As we return slowly to critical screening procedures, it’s also important for women to maintain overall wellness. Research has shown that lifestyle factors including diet and exercise can reduce breast cancer risk. The Campaign’s efforts support research through the Breast Cancer Research Foundation (BCRF) will help further illuminate how lifestyle interventions, including exercise programs and nutrition, can reduce risk while also encouraging women to be vigilant of changes to their body.

What are the overriding principles behind the 2021 campaign? Tell us about the tagline please and the inspiration behind it.

The Estée Lauder Companies (ELC) is a different kind of Company and The Breast Cancer Campaign represents the best of who we are. As a Beauty Inspired, Values Driven company, we have put people, positive impact, and inclusivity at the heart of everything we do. That’s why we are coming together to help end breast cancer for all. Breast cancer is as diverse and complex as our global community and it profoundly impacts everyone it touches—patients, loved ones, doctors, caregivers, advocates, and more. In support of everyone impacted by breast cancer, this year’s creative features layers of the Pink Ribbon, the universally recognised symbol for breast cancer. Shades of pink, and different textures and designs, intertwine to signify the diversity of the disease, the equity The Campaign hopes to help achieve and the unity in support of the entire breast cancer community worldwide.

The Breast Cancer Campaign has now raised over $99 million to support global research, education and medical services, with more than $80 million funding 321 medical research grants through the Breast Cancer Research Foundation. That’s an extraordinary achievement and a real landmark to see you move past the US$100 million mark in coming weeks. Any particular highlights from the past year and any particular goals for the next?

Our goal remains to help end breast cancer as a life-threatening disease for all. I am particularly proud of the resilience of our employees around the world who have continued to raise funds and drive real social impact through The Campaign, even in such extraordinary times. As we approach our 30th Anniversary (The 2022 Breast Cancer Campaign), our teams are already beginning to plan the next decade of collective impact that we can have for the breast cancer community and beyond.

I know how much this campaign means to you and your family as well as the company in the way it reflects the legacy and the aspirations of your mother Evelyn H. Lauder. On a personal level, how much does that mean to you when you see what the work she started has achieved and continues to achieve?

My mother had a vision of creating a breast cancer-free world when she started The Estée Lauder Companies’ Breast Cancer Campaign and co-created the Pink Ribbon in 1992. It has, and remains, an immense source of pride for me, my family and our ELC Family. I know how proud she would be of how far we have come through both the work of the Breast Cancer Campaign and the Breast Cancer Research Foundation (BCRF), which my mother also founded in 1993 and is the highest-rated breast cancer organisation in the U.S. BCRF-funded investigators have been deeply involved in every major breakthrough in breast cancer prevention, diagnosis, treatment and survivorship. Although great strides have been made against this disease—breast cancer mortality rates have decreased in the U.S. by 41 percent among women since 1989 because of earlier detection and improved treatment—the work is not yet done. We remain committed to taking action and helping advance progress against the disease.

Finally, this interview will be read across the travel retail world by all stakeholders. One final message for them?

Talk to people in your life about breast cancer. Tell them about the importance of getting checked and the power of research to save lives. The travel retail industry is full of amazing and passionate individuals who can affect change by taking action – so please join us in our mission and together we can create a world without breast cancer.