Elca thinks pink |to help save lives

WITH Breast Cancer Awareness Month underway, Elca (Thailand) is devoting to the cause part of the proceeds from sales of its beauty brands Aveda, Bobbi Brown, Clinique, Estee Lauder, La Mer, Lab Series and Origins.
And managing director Ampornpim Vajrabhaya recently hosted an event aimed at encouraging healthy diet and exercise at which the firm donated Bt1.5 million for research and treatment to the Queen Sirikit Centre for Breast Cancer Foundation and the National Cancer Institute.
Foundation chairman Associate Professor Dr Kris Chatamra and institute director Dr Weerawut Imsamran joined a slew of celebrities at the event, which had as its theme “We Dance Together”, since dancing is also a good way to keep healthy.
Elca is part of the Estee Lauder Group, which initiated the Breast Cancer Awareness campaign in 1996 in honour of its late founder, Evelyn Lauder, co-creator of the Pink Ribbon driver and the woman who established the Breast Cancer Research Foundation.
The campaigns now extend to more than 70 countries, encouraging men as well as women to be alert to signs of the disease and offering aid when it strikes. In two decades it has helped save millions of lives and raised more than US$58 million (Bt2.1 billion) for research, education and medical services.
Entertainers and other celebrities wore pink shirts and pink shoes for a “Body Combat Dance” at the Bangkok event, led by Yupapak Vajrabhaya, Kornkanok Yongsakul and Anorma Saransikarin. There was a mini-concert by Hun The Star and Max The Voice that lent a fun vibe to the “workout”.
Meanwhile everyone is invited to dress in pink and post their pictures on the social media using the hashtag “#BCAstrength”.
“This year we want to focus on the importance of exercise,” Ampornpim announced. “We want to encourage men and women to take care of themselves by exercising regularly in order to prevent illness.”
While Jo Malone London is donating Bt50,000 to the Breast Cancer Research Foundation in Thailand, the Elca (Thailand) beauty brands are sharing their profits as follows:
AVEDA: $318,000 from sales of BCA Hand Relief Moisturising Creme Limited Edition (Bt1,200);
BOBBI BROWN: Special pink blush set (Bt2,250);
CLINIQUE: Dramatically Different Moisturizing Lotion+200ml limited edition comes with a pink-ribbon pin (Bt1,950); Limited Edition Cheek Pop (Bt900);
LA MER: Lip Balm (9g for Bt2,650);
ESTEE LAUDER: Resilience Lift Night Firming/Sculpting Face and Neck Creme with pink-ribbon bracelet (Bt4,200); 20 per cent of the suggested retail price goes to the BCRF;
EVELYN LAUDER: Elizabeth Hurley Dream Pink Collection in a pink bag (Bt1,600);
LAB SERIES: Age Rescue and Face Lotion plus Ginseng (50ml for Bt2,550);
ORIGIN: Make a Difference Rejuvenating Hand Treatment (75ml for Bt1,050).