The Estée Lauder Companies launched a brand new set of physical exercise on September 13 at the annual kickoff event of its breast cancer awareness campaign at Shanghai Tower in an effort to encourage more people to take part in exercises and stay healthy.
Since its debut in the United States in 1992, the Pink Ribbon campaign is a symbol of the cosmetics giant's global Breast Cancer Awareness Campaign and Estée Lauder Companies' largest corporate philanthropic initiative.
This year Estée Lauder Companies joined hands with China's General Administration of Sport and launched a cheerleading workout under the theme of pink ribbon, a symbol for breast cancer, an illness that touches the lives of people. The exercises are designed to encourage people to pay more attention to daily exercise and their health condition.
The five-minute cheerleading workout exercise, with mild intensity which is also easy to learn and practice, is based on the recovery exercise by Fudan University Shanghai Cancer Center and is also integrated with aerobic exercises to enhance its effectiveness.
"The Estée Lauder Companies is dedicated to create and spread ideas of beauty and we hope every women will enjoy a beautiful and healthy lifestyle and exercising is the most beautiful gesture a woman can have," Joy Fan, GM for the Estée Lauder Companies China Affiliate, said.
"We're relieved and grateful to see that more and more companies, institutions and individuals are now taking part in the Pink Ribbon Campaign and more attention is paid towards the causes, prevention, diagnosis and treatment of breast cancer, and we want to spread more information on 'early prevention, early diagnosis and early treatment' to allow more people and patients to assume normal life and work," she added.
The company has also kicked off a series of interactive campaigns with Alibaba Group's retail site Tmall to cater to consumers' rising interest towards digital retail channels.
Over the past 24 years, the BCA Campaign has brought together women, men and families in more than 70 countries around the globe to enhance awareness, raise funds and inspire meaningful action in the fight against breast cancer.
The BCA campaign also helps patients seek help to defeat breast cancer in their own unique ways — from sharing their powerful stories about their experiences with the illness to participating in fundraising and awareness activities, raising more than 49 million pounds (US$65 million) to support global research, education and medical services.
Starting 24 years ago, the Pink Ribbon campaign is also adopting innovative ways for the company to communicate and engage with consumers through a variety of channels and new media sites.
As the Estée Lauder brand ambassador in China, Chinese actor Wang Kai also became this year's BCA Campaign ambassador, and he also attended the launch event at Shanghai Tower. Wang said he came to know that breast cancer is a severe threat to women's health through the Estée Lauder's Pink Ribbon campaign and he encouraged everyone to care for their mother as well as their female friends by encouraging them to exercise and lead a healthy lifestyle.
Professor Fan Lei of the Mastitis Department at Fudan University Shanghai Cancer Center said that proper exercise would help to prevent breast cancer.
"A latest report by the American Cancer Society suggests that an average of 150 minutes of aerobic exercising per week is a healthy way of living to prevent breast cancer."
She added that the effectiveness of exercising depends on the continuity rather than just the intensity.
