Hundreds of the world’s most celebrated monuments will be turned pink this month as they are bathed in rose-coloured lights as part of Estee Lauder’s Global Landmarks Illumination Initiative, a program dedicated to raising breast cancer awareness.
Famous faces from the world of film, politics and business are participating in the global event, which will bring a pink tint to landmarks in more than 40 countries. Cherie Booth QC, patron of the charity Breast Cancer Care, turned on the UK’s gesture at central London’s recently-restored Wellington Arch while mogul Donald Trump and actress Liz Hurley flipped the switch on an entire corner of Manhattan. In Canada, event organiser and Estee Lauder senior vice-president Evelyn Lauder flooded Niagra Falls in pink spotlights, calling the event “thrilling”.
The cosmetics giant began the initiative last year, lighting a total of 29 monuments around the world. “The Global Landmarks Illumination Initiative far exceeded our expectations last year, and we knew we needed to outdo ourselves in 2001,” says Lauder. This year the number of sites has increased to over 200 - including Italy’s Tower of Pisa and the Empire State Building in New York - as the company broadens the scope of the cause worldwide.
“As we expand our message to include global unity, these visual symbols show that there is hope,” added Lauder, who founded the Breast Cancer Research Foundation. “By working together and spreading information, we reduce fear and increase knowledge, thereby increasing survival.”
Other landmarks to be bathed in pink light include Elvis Presley’s Graceland mansion in Memphis, and Table Mountain in Capetown as well as sites in Tokyo, Mexico City and Madrid.
The cosmetics company first became involved in the fight against breast cancer in 1992, and continues efforts today through distributing pink ribbons at its cosmetic counters worldwide, and donating proceeds from special product sales to research. This year a percentage of donations will be shared with the Twin Towers Fund, which assists families of NY firefighters and police officers, and the American Red Cross Disaster Relief Fund.
Photo: © Alphapress.com
Photo: © Alphapress.com
Photo: © Alphapress.com
