Since 1992, the pink ribbon has been the symbol for the fight against breast cancer, and leading the pack is Estee Lauder Companies. Started by Evelyn H. Lauder, Estee Lauder’s Breast Cancer Campaign has raised more than $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 (BCRF) in the 29 years since its inception.

Breast cancer remains the number one fatal cancer among women in Singapore—accounting for one in six cancer deaths among females from 2013 to 2017—and 30 percent of the cases are detected at Stage 3 or 4, which see poorer prognoses compared to the early stages.

Yet, it’s one of the most survivable cancers—with relative five-year survival rates of 99 and 90 percent during Stage 0 and Stage 1—when it’s discovered and treated early. The best way of doing this is through breast self examination, done seven to 10 days after the start of your menstruation, which you should do regularly as early as in your 20s. If you’re aged 40 and above, a mammogram is recommended once every year as part of your strategy for early breast cancer detection.

This year’s #TimeToEndBreastCancer by Estee Lauder takes a multi-prong approach to spread the word, encourage people to take action when it comes to breast cancer as well as raise funds. October marks breast cancer awareness month and this year’s campaigns include a virtual run where participants will be able to log their distances throughout the month, with proceeds going to the Breast Cancer Foundation.

Breast cancer survivors and campaign advocates will also be sharing their journey of fighting breast cancer and the importance of early detection. There will also be partnerships with ride-sharing platforms, WeBarre, Freedom Yoga and local landmarks like Fullerton Hotel and National Gallery to help spread the word and to raise funds for the Breast Cancer Foundation.

What can we as individuals do to help?

#1 Be an advocate

Besides conducting regular breast self-examinations, and having mammograms when you hit 40, talk to your friends, mother, sisters and colleagues about the importance of early detection. Breast self-examinations takes just 10 minutes, and the aim is to feel for any unusual lumps or discharge. There is no need to panic if a lump is detected as nine out of 10 breast lumps are not cancerous. The first thing you should do is see a doctor, who will perform a clinical breast exam and, if needed, further diagnostics—a mammography, an ultrasound or a biopsy—to determine if the lump is benign or malignant.

In addition to that, you can also spread the word with your social media by uploading a photo with pink elements on Instagram or Facebook with the hashtag #TimeToEndBreastCancer during the month of October. Estee Lauder Companies will donate $5 for every in-feed Instagram or Facebook post from today until 31 October 2021.

#2 Adopt a healthy lifestyle

Estee Lauder Companies is partnering up with WeBarre and Freedom Yoga to offer class packs where proceeds will go towards the Breast Cancer Foundation (BCF). If you’re already an active individual, sign up for the virtual run to log your distance and complete a challenge of 75km during the month of October. The registration proceeds will also go towards BCF and you can sign up at elcbccvirtualrun2021.com.

#3 Wear your pink ribbon

This year’s pink ribbon pin features a touch of blue to represent the 1 in 833 men who risk getting breast cancer.

The pink ribbon is a symbol of breast cancer awareness and a show of solidarity for those who have breast cancer or have survived it. This year’s design features two crystals — pink for the women who have contracted breast cancer and blue to represent the men who are also at risk of breast cancer. One hundred percent of the proceeds from the sale of this pin goes towards the Breast Cancer Research Foundation.

#4 Support the cause with Pink Ribbon products

Every year, the brands under the Estee Lauder Companies have created special editions of their best-selling products to support the mission of a breast cancer-free world.

Powerful Pinks Crushed Oil-Infused Gloss Duo, $57, Bobbi Brown
Powerful Pinks Crushed Oil-Infused Gloss Duo, $53, Bobbi Brown

The Powerful Pinks Crushed Oil-Infused Gloss Duo from Bobbi Brown gives a glossy burst of colour to the lips, while hydrating it with nourishing botanical oils.

Peony & Blush Suede Cologne, $218 for 100ml, Jo Malone
Peony & Blush Suede Cologne, $218 for 100ml, Jo Malone London

The limited-edition Peony & Blush Suede Cologne from Jo Malone London opens up with a voluptuous bloom of peonies, with a lingering heart of red apple, jasmine, rose, gillyflower before ending with seductive soft blush suede.

Great Skin, Great Cause Limited Edition Dramatically Different Moisturizing Lotion+, $85, Clinique
Great Skin, Great Cause Limited Edition Dramatically Different Moisturizing Lotion+, $85, Clinique

Clinique’s iconic Dramatically Different Moisturising Lotion+ is dressed in pink, along with a limited edition charm. This lightweight moisturiser provides all-day hydration and helps strengthen the skin.

Drink Up™ Intensive Overnight Hydrating Mask with Avocado & Glacier Water, $44, Origins
Drink Up™ Intensive Overnight Hydrating Mask with Avocado & Glacier Water, $44, Origins

Infused with avocado, hyaluronic acid, glacier water and niacinamide, this overnight mask from Origins quenches parched skin while you snooze and continues delivering hydration to your skin for 72 hours.

Crème de la Mer The Moisturizing Cream, $155, La Mer
Crème de la Mer The Moisturizing Cream, $155, La Mer

This luxurious La Mer cream heals and hydrates even the driest of skin. Its rich texture forms a veil to seal in hydration while protecting it against moisture loss throughout the day.

Advanced Night Repair Synchronized Multi-Recovery Complex, $175, Estee Lauder
Advanced Night Repair Synchronized Multi-Recovery Complex, $175, Estee Lauder

The Estee Lauder Advanced Night Repair Synchronized Multi-Recovery Complex is a potent serum that takes advantage of skin’s natural restorative powers when you sleep. It helps to accelerate repair while protecting skin against environmental aggressors to reveal healthier skin.

Brought to you by Estee Lauder Companies