Evelyn Lauder, founder of pink ribbon breast cancer campaign, dies aged 75

The executive of Estée Lauder and a friend created the campaign for breast cancer in 1992

In his long career as manager of Estée Lauder, the company founded by her mother-in-law, Evelyn Lauder has worked with many shades of red, peach and bronze, but rose was the color has changed his life.

Lauder, who died at age 75, created the campaign for breast cancer pink ribbon with her friend Alexandra Penney, former editor of Self magazine in 1992.

The campaign started small, with Lauder and her husband, Leonard, largely financing the short arc given to women at the counters of department store make-up to remind them of cancer screening.

became the fundraising product, the name of Congress in October as the Month of Breast Cancer Awareness and $ 330m (£ 207m) in donations - $ 50 million Estée Lauder and its partners - Breast Cancer Research Foundation, which Lauder has also begun.

This money helped establish the Evelyn Lauder Breast Cancer Center H Memorial Sloan-Kettering Center in New York, which opened in 2009.

Lauder died Saturday at his home in Manhattan of complications from ovarian cancer is not genetic. Last month, he recalled the early days of the campaign for breast cancer. Once launched, it was so little known that some people thought it symbolized AIDS awareness.

"There has been publicity about breast cancer, but a confluence of events - the pink ribbon, color, press, association with Elizabeth Hurley, Estee Lauder as an advertiser with magazines to persuade and to many of my friends who are editors of health and beauty to report on maternal health - people talk, "said

Then, three years after the distribution of the pink ribbon first, a stewardess was observed on the other side of Lauder and said, ". I know that breast cancer is "

"From there, became everywhere," he recalls.

• Lauder was diagnosed with cancer in 2007, but did not slow her much. Each October, appeared at events to raise awareness about cancer worldwide.

The rest of the time, went to work at the headquarters of the Fifth Avenue Estée Lauder, which, despite its annual revenues of $ 2.48bn, managed as a family business.

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