The Estée Lauder Group (ELGC) launched its "Pink Ribbon Campaign 2014" on October 1st. The "Pink Ribbon Illumination Lighting Ceremony" was held at Toranomon Hills in Tokyo to kick off the campaign. The event featured ELGC President Eric Dewiet, wearing a pink tie, and actress Honami Suzuki, who was appointed 2014 ambassador, wearing a pink dress. The countdown began, and at 6:30 PM, Tokyo Tower lit up in pink at Suzuki's signal. At the same time, Toranomon Hills, Tokyo Skytree, and Kiyomizu-dera Temple in Kyoto were also lit up simultaneously. The campaign, which began in 1992 as part of Breast Cancer Awareness Month, is celebrating its 22nd anniversary. This year's theme, "Let's all work together to defeat breast cancer," emphasizes the importance of people around the world supporting each other, even after the disease has already set in.

Suzuki said of her feelings about serving as an ambassador, "I hope that this campaign will encourage everyone to become more aware of breast cancer," and called on all women, including those who have not been in a position to get screened before and young women, to get screened. As a housewife and mother, she is also spreading the word about the campaign to her fellow mom friends.

Sales of items supported by the campaign will also begin on the same day. In addition to kit items from the eight cosmetic brands belonging to ELGC, United Arrows will also be selling bags, knit hats, accessories, and more.