Hurley has been involved in the BCC campaign for over three decades.

To mark Breast Cancer Awareness Month in October, Elizabeth Hurley, Global Ambassador for The Estée Lauder Companies’ Breast Cancer Campaign, tells TRBusiness – in this exclusive travel trade press interview – about hope, progress and the power of collective action.

As the travel retail industry converges in Cannes for the TFWA World Exhibition & Conference (this year taking place from 27 September to 1 October), delegates from around the world should be able to start to see local establishments, hotels and beach clubs along Le Boulevard de la Croisette dressed in pink for Breast Cancer Awareness Month.

As a show of support, many of us will be wearing the Estée Lauder Companies’ (ELC’s) Pink Ribbon pin – a symbol of the Breast Cancer Campaign founded in 1992 by the late Evelyn H. Lauder. The vision was to unite people globally to advance research, expand access to care, and improve outcomes to help create a breast cancer-free world for all.

Over the years, the achievements have stacked up to make a monumental impact. To date, the campaign and The Estée Lauder Companies Charitable Foundation have funded over $156 million for lifesaving global research, education and medical services with more than $123 million funding medical research through the Breast Cancer Research Foundation (BCRF).

“The Pink Ribbon is a globally recognised symbol, and when travellers see it, I hope they’re reminded that no one is alone. There is a global community supporting those connected to this disease.” – Elizabeth Hurley, Global Ambassador for The Estée Lauder Companies’ Breast Cancer Campaign

Today, ELC is working to redefine the self-care narrative to include breast health through the message ‘Breast Care is Self-Care’.

“Through The Estée Lauder Companies’ Breast Cancer Campaign we want to empower women to prioritise their breast health while continuing to advance the research, education, and support that improves outcomes for those affected by breast cancer,” Hurley told us. “One of the ways we’re bringing that message to life is recognising that breast care is self-care, encouraging women to make breast health an important part of their overall wellness routine.

“The message feels especially relevant in 2026 because breast cancer remains the most common cancer among women. While we’ve seen great progress in research and treatment, we’re also seeing more younger women affected by the disease. That’s why it’s so important to empower the next generation with knowledge about breast health and help them feel confident advocating for themselves.”

Hurley underscores how research changes lives.

Hurley has been involved in the campaign for over three decades.

“One of the most encouraging things I’ve seen over the years is the progress that has been made through breast cancer research,” she said. “When I first became involved with The Breast Cancer Campaign, much of the conversation was focused on raising awareness. Today, thanks to research, there is greater understanding of the disease, more treatment options, and more support available to those affected by breast cancer.”

She continued: “I’m optimistic because I’ve spoken to many scientists who are working on advancements and seen how research changes lives. The progress we’ve witnessed over the years didn’t happen by chance. It’s the result of decades of dedication, discovery, and investment in research, through organisations like the Breast Cancer Research Foundation, that continue to give people more options and more hope. While there is still much work to be done, every advance brings us closer to better outcomes for everyone affected by breast cancer.”

Indeed, through the decades, Hurley has met with patients, survivors and researchers – and their stories have stayed with her.

“I’ve had women tell me that they heard our messages about the importance of early detection, mammograms, and self-checking and as a result, caught their breast cancer earlier. That has always stuck with me and is a true reminder of why what we do is so important,” she said.

Show of support

Consumers who are mindful of making purchases that have a positive impact are sure to be drawn to ELC’s limited-edition Pink Ribbon products. For each one, a percentage of the purchase price is donated to BCRF.

Hurley hails the people who have continued to support research, education, awareness, and care. 

“I think it’s important that people understand where their funds are going. Purchasing products that support trusted breast cancer organisations is a simple but meaningful way for people to contribute to a cause that touches so many lives,” said Hurley.

“The progress we’ve seen over the past 30 years has been possible because people have continued to support research, education, awareness, and care. Every contribution helps ensure that work continues.”

In terms of what the travel retail industry could do to create a global community of support for breast cancer awareness and research, Hurley highlighted the following: “Breast cancer affects people around the world, and we can all make a difference. Whether it’s sharing important messages about early detection, being there for a loved one who may be affected, supporting research, or simply starting a conversation, every action matters.

“The Pink Ribbon is a globally recognised symbol, and when travellers see it, I hope they’re reminded that no one is alone. There is a global community supporting those connected to this disease.

“For me, the Pink Ribbon has always represented hope, progress, and the power of collective action. It reminds us that, together, we can continue working towards a breast cancer-free world.”

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