October is breast cancer awareness month, and Paris officials did their part to raise awareness by lighting the Eiffel Tower in pink.
The illumination is part of the 'Ruban Rose' event launched by Paris' Mayor Anne Hidalgo, who was on hand on Monday night to witness the spectacle.
Organizers wrote that lighting up the tower in pink was "more than a symbol - it's a sign of victory over this illness".
Indeed, breast cancer is the deadliest cancer for women in France. The most recent figures show that over 50,000 women in France are diagnosed with the cancer each year, and that 11,900 women died from it in 2012.
The light show in Paris marks France's 22nd "Pink October" campaign, which will also see information stalls set up at Trocadero, not far from the tower itself, until Thursday.
A series of events including beauty therapy and solidarity marches have also been put on by organizers at Cancer du sein - find more information here.