The beauty industry really gets behind Breast Cancer Awareness every year and every year a little cynical part of me wonders which brands do it as a marketing exercise and which brands do it because they really want to help. But, two things. The first thing is that we will never truly know intention and the second thing is that, The Estee Lauder Companies have raised over $50million for Breast Cancer Awareness. And that is a lot of money going into research and awareness raising when money for health care is sorely stretched all over the world. If you like a statistic, that amount has funded almost 11 million hours of research.
Almost every EL brand does a specific, limited edition packaging product for BCA (except those that have their own particular charities such as MAC and AIDS) during October, so I’m flagging up the Origins Drink Up Overnight Intensive Mask in its pretty pink ribboned tube that donates £4 from every sale to the Breast Cancer Research Foundation, started by Evelyn Lauder in 1993.
Currently, the Foundation is funding research into liquid biopsies – as I understand it, this DNA based test has the potential to detect tumour cells that have found their way into blood – the advantages are obvious in terms of a less invasive way to test, a faster way to test and because they can be done frequently, better ways of tracking progress and giving appropriate treatment. In theory, liquid biopsies could, eventually, be used to give insight and treatment into many forms of cancer. It’s a good way to illustrate that your £4 doesn’t disappear into some white-coated abyss – it adds to something very real. Plus, of course, this is an awesome mask that really puts the moisture back into parched skin.
You can of course donate any amount of your choosing to any charity of your choosing – there doesn’t need to be any beauty product involved at all! But, what the limited edition packaging that appears all through October does is serve as a visual reminder or a little nudge that doing something is worthwhile. The mask is available from October.