Just as the iPhone 5 frenzy was subsiding, the outside of the Apple Store at 59th and 5th was abuzz again for the kick off of the 20th anniversary of Breast Cancer Awareness Month. The event, sponsored by Estée Lauder Companies, was in honor of Evelyn Lauder who died last year of ovarian cancer. It was Evelyn Lauder who handed out pink ribbons at makeup counters in New York City leading to the first National Breast Cancer Awareness Month in 1992.

Today, the campaign has gone global – and even digital – as the company raises awareness and money for breast cancer research through the use of social media sites and live events in cities all over the world.

SocialTimes editor Devon Glenn was in the crowd at Monday’s event and talked with Estée Lauder model and actress Elizabeth Hurley, and Estée Lauder executive chairman William P. Lauder. Watch: