Last October, the beauty conglomerate launched the initiative for the first time, lighting 29 monuments around the world in pink. This year, they have added "global unity" to their message, and dignitaries in cities like Tokyo, Sydney, Cape Town, Mexico, Vienna, Pisa and Madrid will illuminate their most famous monuments in pink.

The Warsaw Castle, Berlin's Angel of Peace, Cape Town's Table Mountain and the Leaning Tower of Pisa are all part of the program. Wellington Arch at London's Hyde Park flipped the pink switch at 6:30pm yesterday evening.

Here in the United States, famous local landmarks will also be bathed in pink in honor of these worthy causes. Some proceeds from Estee Lauder's US counter sales and internal corporate activities will also be donated to the Twin Towers Fund and the American Red Cross Disaster Relief Fund.

Evelyn and Leonard Lauder did the lighting honors at Niagara Falls yesterday, and have already returned to New York City to join Donald Trump and Liz Hurley in illuminating an entire corner of Manhattan pink today. Participating buildings will include the Trump/GM building, The Plaza, Bergdorf Goodman, The Pulitzer Fountain, Tiffany & Co., and the DKNY store on Madison Avenue and 60th Street. Throughout the month, states from Alaska and Alabama to Wyoming and Wisconsin will join the campaign, lighting their local landmarks.

"It's thrilling to be switching on the lights at Niagara Falls -- one of the Natural Wonders of the World -- and then to be joined by more than double the number of international landmarks we had last year," said senior VP Evelyn Lauder. "Particularly as we expand our message to include global unity, these visual symbols show that there is hope. By working together and spreading information, we reduce fear and increase knowledge, thereby increasing survival."