On Friday, October 1st, Evelyn H. Lauder – Senior Corporate Vice President of The Estee Lauder Companies – and Elizabeth Hurley, Spokesmodel for Estee Lauder and The Estee Lauder Companies’ Breast Cancer Awareness Campaign, will illuminate the iconic peak of the Empire State Building, along with more than 40 other landmarks around the world, in pink lights as part of a Guinness World Records attempt by The Estee Lauder Companies to commemorate Breast Cancer Awareness Month.

The lighting of the Empire State Building will be the culminating event for The Estee Lauder Companies’ Breast Cancer Awareness Campaign’s (BCA Campaign) Global Landmarks Illumination Initiative as it aims to inaugurate a new Guinness World Records category entitled “Most Landmarks Illuminated for a Cause in 24 Hours.” The BCA Campaign has secured the participation of more than 40 iconic landmarks from around the globe, including Castle Schonbrunn in Austria, Taj Mahal Palace & Tower Hotel in India, Kuala Lumpur Tower in Malaysia, and Rockefeller Center in New York City (United States).

The global record attempt began in Australia on Thursday, September 30th, with the illumination of Federation Square, the National Library of Australia, Old Parliament House, Parliament House, Questacon – The National Science and Technology Centre, Black Mountain Tower, Brisbane City Hall and Currumbin Wildlife Sanctuary. Illumination events will continue around the world, culminating with the Empire State Building on October 1st, where Evelyn Lauder and Elizabeth Hurley will flip the switch together for a brilliant pink illumination.

To inaugurate the new Guinness World Records category, a minimum of 24 pre-approved landmarks must be illuminated in pink for at least 10 minutes in a 24-hour period of time. In 1992, Evelyn Lauder co-created the Pink Ribbon with SELF magazine and started The Estee Lauder Companies’ Breast Cancer Awareness Campaign, which is now present in more than 70 countries, has distributed more than 110 million Pink Ribbons and millions of informational brochures worldwide, and has raised millions of dollars for research to find a cure.

In 2000, The Estee Lauder Companies’ Breast Cancer Awareness Campaign’s Global Landmarks Illumination Initiative began with the goal of focusing attention on the importance of breast health through the illumination of iconic global landmarks. Since 2000, The Estee Lauder Companies’ Global Landmark Illumination Initiative has illuminated 534 unique landmarks, and in 2009 alone, more than 200 global landmarks were illuminated.

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