• ClickZ, Wednesday, October 1, 2008 11:30 AM

Estée Lauder has long been one of the leaders in the fight against breast cancer. Now, as Breast Cancer Awareness month gets under way, the cosmetics company is for the first time using the power of social networks to spread the word about its fight against the disease.

The company is using TotalBeauty.com, Brickfish, Slide, Yahoo Shine and the BeautyBlogNetwork as well as on most of Estée Lauder's brand sites. The campaign spreads the word about early detection and warning signs, and also asks users to share stories, photos and videos that demonstrate how breast cancer has impacted them or their loved ones.

"It's the first time we've used social networks," said Marisa Thalberg, vice president of global online marketing for Estée Lauder. She said doing so "felt like a natural extension" of the social network marketing efforts of Estée Lauder's various brands.

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