Estée Lauder adding Pink Trees to Pink Ribbons

SOUTH AFRICA (September 2013) – Estée Lauder Companies South Africa is proud to announce its global 2013 Breast Cancer Awareness Campaign for Breast Cancer Awareness month and beyond. The 2013 theme, “Lets Defeat Breast Cancer, We Are Stronger Together” is a call to action that will serve to shift public focus from awareness to increased action, advancing us further towards eradicating breast cancer from our lives.  This year, Estee Lauder Companies South Africa became a partner in the Pink Trees for Pauline initiative. The aim of Pink Trees for Pauline is to raise funds and awareness and to improve lives in cancer communities. During October 2013 Estée Lauder Companies South Africa will bring major awareness to the Pink trees for Pauline project.


The passion with which Estée Lauder Companies worldwide supports cancer research and funding is an inspiration to many.  To date the Estee Lauder Companies BCA Campaign has raised more than $48 million to support global research, education and medical services.

Over the past two decades, The Estee Lauder Companies BCA Campaign, launched by the late Evelyn H Lauder co-creator of the pink ribbon and founder of The Breast Cancer Research Foundation has been a leading voice for breast cancer awareness around the world, sparking a global movement that has helped save millions of lives.

Estée Lauder Companies South Africa is proud partners of the Look Good.Feel Better.  Over the years more than R3 million has been raised and distributed to organisations such as The Breast Health Foundation and Look Good. Feel Better.  Now a number of cancer communities nationwide will benefit from funds raised by the Pink Trees for Pauline initiative supported by Estée Lauder Companies, South Africa.  Pink Trees for Pauline is the first cancer fundraising and awareness initiative where a number of cancer organisations will benefit from the funds raised.

The highly sought-after and iconic brands of The Estée Lauder Companies South Africa are contributing to The 2013 BCA Campaign by selling Pink Ribbon products when you purchase Estee Lauder’s Advanced Night Repair and Clinique Dramatically Different Moisturizing Lotion R10 & R40 will go towards BCA Campaign

In 2012 Carol-Ann van Jaarsveld, together with Adri van Nieuwenhuizen – a breast cancer survivor and Dr Pam Kerr, an Educational Psychologist – founded “Pink Trees for Pauline”. Carol-Ann lost both her mother and grandmother to cancer. Not insignificantly, both of these women were named “Pauline”. and that’s the crux. Cancer is so prevalent in our society that it’s not even a stretch of the imagination to say, that each of us knows, or is connected to, our own “Pauline”.

Pink Trees for Pauline is a non- profit company that strives to promote quality of life during and after cancer.  Pink Trees for Pauline challenges towns nationwide to take ownership of this first of its kind fundraising project and to make a difference in their cancer communities, ensuring quality of life and building a future.  Committees in each of the partaking towns in South Africa and Namibia find sponsors for the signature pink material used by Pink Trees for Pauline to wrap tree trunks.  The sponsored material is then sold to the public and businesses and whole towns are then literally wrapped in pink! Raised funds are utilised in the relevant towns to change cancer-affected lives for the better.  The main event of this initiative takes place each year on the Friday closest to the 19th of October.


. Reach millions of people worldwide with its lifesaving message to shift public focus from awareness to increased action.
. Raise $5 million to support breast cancer research, education and medical services worldwide.
. Bring public awareness to the importance of early detection and breast health globally through educational brochures, social media and by distributing millions of Pink Ribbons at Estée Lauder and Clinique counters worldwide.
. Offer Pink Ribbon products to raise awareness and funds for research.

Estee Lauder’s most important legacy was the “power of touch”.  Estée Lauder Companies South Africa most certainly will be touching many people’s lives by throwing their weight behind Pink Trees for Pauline.  Evelyn H Lauder believed that no one can defeat breast cancer alone – this spirit of unity is at the heart of this year’s campaign.
One of Estee Lauder’s favourite quotes was “Telephone, Telegraph, Tell-A-Woman,” and it is most applicable in this instance.  By shining the (pink) spotlight on The Pink Trees for Pauline initiative, via whichever medium or media, Estée Lauder Companies South Africa hopes to wrap South Africa in pink and create a softer world for many during and after cancer.
If you need more information regarding Pink Trees for Pauline contact Adri van Nieuwenhuizen on +27 82 460 6386 or email Visit for the newest information.

More information:
Estée Lauder –
Pink Trees for Pauline –

Media Release for Estee Lauder South Africa
Lulu Ndevu: or 011 516 3000

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