What is Pink October?

What is pink october? Where does pink october come from?

Every year, the month of October is decked out in pink. Like every year since our launch, we're wearing pink to support the Marie Curie Institute! The month of October is dedicated to the fight against breast cancer, and in particular to raising funds for breast cancer research, awareness and screening. So, throughout the month of October, numerous actions are organized: races, auctions, exhibitions, collaborations between brands, etc., with a common objective around this event: to raise funds for breast cancer, and encourage screening for this disease.

The Pink October initiative originated in the United States, in a partnership between the American Cancer Society and Chemical Industries. In 1985, they created a breast cancer screening campaign and took action to promote mammography. 7 years later, the editor-in-chief of the women's health magazine "Self" proposed publishing an issue dedicated to breast cancer. In this special issue, Evelyn Lauder, vice-president of cosmetics brand Estée Lauder and a breast cancer survivor herself, will be invited to write the special issue.

Following the launch of this special issue, Evelyn Lauder set up the Breast Cancer Research Foundation in the United States to encourage innovation in research.

Then, the following year, in 1994, Estée Lauder France teamed up with Marie-Claire magazine and decided to join forces in the fight against breast cancer to create the association "Le Cancer du Sein, Parlons-en!" (Let's talk about breast cancer!). From October 1 to 31, numerous initiatives were launched to inform and raise awareness among women of the importance of early detection.

Why pink?

Pink 150, chosen by Estée Lauder at the time, is a feminine, soft and cheerful color that also evokes good health. Quite the opposite of cancer.

The pink ribbon has become the international symbol of the fight against breast cancer.

Breast cancer in figures?

Breast cancer is the most common cancer among women, affecting 1% of men. Every year, breast cancer affects an average of 54,000 women, and 12,000 die from it. 1 woman in 8 will be confronted with breast cancer once in her life. Fortunately, breast cancer can be cured if detected early enough. In 9 out of 10 cases, it can be cured. 80% of breast cancer cases develop after the age of 50. A screening program is organized every year by Santé Publique France, aimed at women aged between 50 and 74.

Related content : Are my breasts normal?

Elia makes a commitment to Pink October and the Marie Curie Institute

Because it's essential for breast cancer research to advance, and for a large number of women to be screened, as every year, Elia is committed to the fight against breast cancer. For October 2021, we've decided to adapt one of our flagship models. Our period pants Simone high waist will be available in a very limited edition screen-printed with the Pink October ribbon. 50% of the profits from sales of this model will be donated directly to the Marie Curie Institute.