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THE ESTÉE LAUDER COMPANIES’ 2023 BREAST CANCER CAMPAIGN

Beautifully United to Help End Breast Cancer


A GLOBAL MOMENT

 

The Estée Lauder Companies (ELC) is dedicated to advancing possibilities for people around the world.

As a company that lives its shared values, ELC has been at the forefront of supporting the global breast cancer community for more than 30 years.

 

At a time when breast cancer wasn’t spoken about openly, Evelyn H. Lauder saw an opportunity to bring

awareness to the disease and address stigmas in women’s health. In 1992, she co-created the pink ribbon and founded The Estée Lauder Companies’ Breast Cancer Campaign (The Campaign) - inspiring a global movement around The Campaign’s mission to help create a breast cancer-free world for all.


OUR COMMITMENT TO ADVANCE IMPACT WORLDWIDE

 

Evelyn Lauder's initiative in 1993 led to the founding of the Breast Cancer Research Foundation® (BCRF), a major partner of The Campaign, which is ELC's principal corporate social impact program. The Campaign, backed by The Estée Lauder Companies Charitable Foundation, has funded over $118 million USD towards global research, education, and medical services. Of this, $93 million USD directly supports medical research through BCRF. Over 30 years, The Breast Cancer Campaign has contributed to a 43% decrease in breast cancer mortality rates since the late 1980s, thanks to improved detection and treatment. The Campaign, in collaboration with global employees, consumers, and partners, remains dedicated to funding research, enhancing medical access, advocating for awareness, and more.

A DIVERSE DISEASE

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The fact remains, breast cancer is still the most commonly diagnosed cancer worldwide. In 2020, female breast cancer became the most diagnosed cancer globally with 2.3 million new cases. In the Middle East, particularly in the UAE:

  • It was the top cancer among all new diagnoses, making up 19.64%.
  • t was the leading cause of cancer death in the UAE, accounting for 24.4% of cancer deaths in women compared to 18.2% globally.
  • The most affected age group for UAE citizens was 45-49 years.
  • Among UAE females, it represented 36.67% of all malignant cases.
  • In KSA, it constituted 29% of new female cases, making it the most frequent.
  • In KSA, it's the 2nd leading cause of cancer death for both genders.

(Source: UAE-NCR 2017, IARC KSA 2020)

Recognizing breast cancer's varied nature, The Campaign aims to address disparities in areas like prevention, screening, and treatment worldwide

ADVANCED POSSIBILITIES THROUGH RESEARCH

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To commemorate The Breast Cancer Campaign's 30th Anniversary in October 2022, The Estée Lauder Companies Charitable Foundation pledged to donate $15 million to BCRF over five years. This donation aims to further research to minimize breast cancer disparities and enhance outcomes.


The Campaign's global partners tirelessly work to bridge gaps in breast cancer research, champion equal access to quality care, boost awareness and education, and offer essential medical services.

THE ESTÉE LAUDER COMPANIES MIDDLE EAST BREAST CANCER CAMPAIGN

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This October, Estée Lauder Companies Middle East introduces the “I Never Thought” campaign. This initiative underscores the journey post-cancer diagnosis, highlighting early detection's pivotal role in recovery and fostering hope.

The campaign spotlights breast cancer survivors Stephanie EL Khoury, Josette Awwad, Mayadah Bahareth, Sahar Bahrawi, and advocates Hani Soubra and Dr. Houriya Kazim. These stories revolve around themes such as early detection, community support, and envisioning a future. Films dedicated to each participant emphasize their post-diagnosis experiences.

"I Never Thought" aims to elevate breast cancer awareness and the necessity of early detection in the Middle East. Estelle Létang, the General Manager of Estée Lauder Companies Middle East, expressed, "Our campaign is a clarion call for action in the Middle East. Together, we hope to drastically impact breast cancer's narrative in this region."

The company collaborates with local NGOs, including Brest Friends in the UAE and Al Zahra Foundation in Saudi Arabia, ensuring comprehensive care for breast cancer patients.

In addition, ELC Middle East is illuminating iconic landmarks for heightened awareness. In collaboration with Emaar, the message "Beautifully United to End Breast Cancer" will be projected onto the Burj Khalifa on October 13th, 2023. The King Abdullah Financial District (KAFD) in Riyadh is also supporting the campaign by illuminating the Public Investment Fund (PIF) Tower. Moreover, Via Riyadh will be bathed in pink for two weeks in October, symbolizing solidarity.

Abir Kaki, General Manager of Estée Lauder Companies Saudi Arabia, voiced pride in these collaborations and their commitment to raising awareness about breast cancer.

To witness these inspirational stories, visit Harper’s Bazaar Arabia, ELC’s Middle East media partner, through the provided link.

Interview with Josette Awwad

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  • Can you share your personal journey of battling breast cancer and how it impacted your overall sense of well-being, including your physical and emotional health?

 

I started breast cancer screening early for no specific reason but simply as I knew the importance of early detection and the fact that it can significantly increase the chances of successful treatment and survival. It was my case as I started having cells that can be cancerous, I did my first op to remove them and 3 months after I tested, the results came positive. Thank God it was still at an early stage.

 

I can tell you that it was one of the scariest moments in my life and especially when you are a mother. You have to be very careful of how you react and deal with your treatment without leaving an impact on your loved ones, who are equally as scared.


  • During treatment, what strategies or self-care routines did you implement to help maintain a positive mindset and inner strength?

 

I was from the lucky few to discover my cancer at an early stage and due to the fact that I did a double mastectomy, I had to go through reconstruction stages that was a bit challenging but took me time to complete emotionally and physically. It’s a very personal journey, you do how you feel and what you feel is a priority based on the state of mind you are in.

 

  • Your diagnosis led your mother to get tested, which subsequently led to her own diagnosis. Can you describe the emotions and thoughts you had when you learned about her diagnosis?

 

Till today we are in awe of this moment, I like to believe that my diagnosis was the sign that saved her life. My mother was stage 2 and 2 years have passed where she forgot to test, which lead her to do radio, however we are beyond grateful we discovered it. I can’t stress on getting tested, early detection can save your life.

 

 

 

 

  • For those who might be dealing with a recent cancer diagnosis or supporting a loved one through it, what resources or support networks do you recommend?

 

I’m a woman of faith and to me my faith was my main help. My advice is to surround yourself with positive people, have positive thoughts, stay strong and believe you deserve the life you have. Repeat it to yourself every day and read success stories. Love yourself and be kind to yourself and your journey. Only good things will come post this challenge.

 

  • How can friends and family best provide assistance to someone navigating a cancer diagnosis and treatment journey?

 

Just to be here there, show love and care. Respect the person’s space when needed, be patient and most importantly, be positive. There is no room for negativity.

 

  • Were there any specific moments or gestures that stand out in terms of support from your loved ones?

 

All of them had a role, however I can’t forget my eldest sister who stayed with me for four days in the hospital, she didn’t sleep for a consecutive four days. My sister was diagnosed with breast cancer 3 years ago which makes us 3 on one family.

 

  • Can you share some of the practical adjustments you made to your lifestyle after achieving remission?

 

I am dreamer and now I dream more, and I always plan for the future. I’m constantly looking forward to what life has to bring. I love myself more, I take care of myself more, I make sure I give happiness, joy and security to my surroundings .

 

  • Is there a message you'd like to share with both survivors and those who may be at risk for breast cancer?

 

Keep testing, keep a close eye on your health, don’t ignore any signs, it’s a curable disease. We can beat breast cancer!

Interview with Stephanie El Khoury

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  • Can you share your breast cancer journey, from your diagnosis at 26 years old to where you are now?

I first discovered a lump in my right breast when I was 26 years old. After an ultrasound, doctors reassured me that it was nothing due to my young age. However, a year later, I had to repeat the exam, and this time, doctors decided to surgically remove the lump without suggesting a biopsy, despite the fact that both my mother and grandmother had battled breast cancer at a young age. During the operation, it was revealed that it was indeed breast cancer.

At that time, Lebanon was grappling with a severe economic and social collapse, and COVID-19 had just made its initial appearance, making everything even more challenging. I married my husband, Anthony, in a small, intimate ceremony. In June of the same year, I underwent a bilateral mastectomy after receiving genetic exam results that indicated a gene variant of unknown significance, raising my risk of recurrence.

Less than a year after the surgery, Anthony and I made a bold decision to sell all our possessions and move to Paris, a dream we had always harbored but never dared to pursue. We both pursued our MBAs, and today, we are happily settled in Paris, a city we now proudly call home.



  • Facing a cancer diagnosis at such a young age must have been incredibly challenging. How did you navigate the emotional aspects of this experience?

I was fortunate to have a wonderful support system that included my partner, family, and friends, which made everything more manageable. Part of my journey coincided with quarantine, so I took the opportunity to focus on self-care, nurture my body and mind, spend time in nature, exercise, and cherish quality moments with the people I love.

When I decided to share my story with the world on Instagram, I was overwhelmed with love and support from both complete strangers and people I had lost contact with, which was incredibly inspiring. One thing that made a significant difference was connecting with individuals on the internet who had experienced the same challenges, providing a sense of familiarity and relief.



  • Breast cancer often forces individuals to discover inner strength they didn't know they had. How did this experience change your perception of your own resilience and beauty?

 

I believe that everyone possesses courage and strength within themselves, and these qualities emerge when one feels the need to fight for their life. As a Lebanese person, from the moment you are born, you learn to navigate life with resilience because sometimes that's all you have. So, when you’re face with difficult situations, you fight back, thanks to the profound love we have for life.

 

  • How did you incorporate wellness practices such as exercise, nutrition, and mindfulness into your treatment plan, and how did they contribute to your overall well-being?

 

After my diagnosis, I was the healthiest I've ever been in my life. I adhered to a very strict vegan, gluten-free, sugar-free, and alcohol-free diet. I'm not suggesting that following such a diet guarantees you won't get cancer, but it certainly helps align your mental and physical health. These two factors play a significant role in recovery and prevention from various diseases. I was the slimmest I've ever been, but I was also the healthiest and happiest.


  • Moving to Paris and fulfilling your dreams post-treatment is inspiring. How did your cancer journey influence your perspective on chasing your dreams?

 

Before cancer, I constantly postponed my dreams out of fear—fear of judgment and failure. However, once you experience something as terrifying as cancer, you truly grasp that you only live this life once, and it's yours to decide how you want to live it. It teaches you to trust your instincts, follow your intuition, say 'yes' more often, and live life as if there's no tomorrow, because that's the reality. Once you embrace this mantra, everything falls into place, and you realize that you are always deserving of your wildest dreams.


  • How has your outlook on life changed since facing and overcoming cancer? Are there things you now prioritize differently?

 

Since the diagnosis i learnt to prioritize myself, because loving and taking care of your body and mind is the purest form of unconditional love. I am also very grateful for Anthony and my family and friends and i make sure to always show them how much i love them and how important they are in my life because life is too short to hold back these feelings.

 

  • Is there a mantra or piece of wisdom that you've adopted through your journey that you'd like to share with the audience?

 

Don’t be afraid to follow your dreams, and don’t wait for something as big as cancer or any near-death experience to realize that you are worthy of your dreams and that almost anything is possible if you put your mind to it and start saying yes more, you’ll be surprised of all the opportunities that will come up.

 

  • If there's one takeaway you hope attendees remember from your story, what would it be?

 

Breast cancer doesn’t not differentiate. Learn to love your body and notice the little things and changes because no one know you better than you.

BEAUTIFULLY UNITED TO HELP END BREAST CANCER

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Ending breast cancer is an urgent call that demands our collective effort. While October shines a spotlight on this cause, the fight requires year-round attention. The Campaign is committed to motivating individuals globally to prioritize breast health. Stand with us as we support the global breast cancer community, striving for a world where no one succumbs to this disease.

 

It’s #TimeToEndBreastCancer

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