Evelyn Lauder, creator of pink ribbon for breast cancer, dies

New York - Evelyn Lauder, the daughter-in-law of cosmetics tycoon Estée Lauder who created the 'pink ribbon' which became a symbol for breast cancer awareness, has lost her battle with non-genetic ovarian cancer at the age of 75.

Evelyn Lauder, wife of Leonard Lauder, was diagnosed with breast cancer in 1989. Three years later she joined with then editor of Self magazine, Alexandra Penney, to create the 'pink ribbon' design for Self's second annual Breast Cancer Awareness Month issue. She and husband Leonard Lauder paid for the making of the first pink ribbons and had them distributed at department store cosmetics counters where Estee Lauder products were sold. The pink ribbon project was meant to remind women about breast cancer and the importance of self-breast exams. "There had been no publicity about breast cancer, but a confluence of events—the pink ribbon, the color, the press, partnering with Elizabeth Hurley, having Estée Lauder as an advertiser in so many magazines and persuading so many of my friends who are health and beauty editors to do stories about breast health—got people talking, said Lauder when reminiscing about the early days of breast cancer campaigns, reports AP. "From there, it became ubiquitous," said Lauder. Lauder worked in the family business at its Fifth Avenue headquarters as senior corporate vice president. She is credited with naming Estee Lauder's Clinque brand in the 1960s. Lauder oversaw the design of a new shade of lipstick called Pink Ribbon for the cosmetics company that has benefited breast cancer research. Her dedication as a breast cancer advocate has resulted in millions of dollars being raised for the Breast Cancer Research Foundation. "BCRF-funded research has helped save lives and significantly improved the quality of care and survivorship for tens of thousands of breast cancer patients in the past decade and a half," said the organization. Mrs. Lauder was born in Vienna, and escaped the Nazi invasion with her parents before coming to America. She attended school in New York, where she met Leonard Lauder. They married in 1959. She is survived by her husband, two sons, and five grandchildren. Elizabeth Hurley, longtime friend of Lauder's said in statement , "Evelyn Lauder was an amazing woman and her phenomenal work for breast cancer will never be forgotten. She inspired me in so many ways and I learnt so much from her. She was a wonderful friend to me for over 17 years and I will miss her terribly."