Ulta Beauty + BCRF
Time is a Beautiful Thing
While many brands talk about breast cancer awareness, shoppers have become “pinkwashed” - numb to their ability to actually help. For Breast Cancer Awareness Month, Ulta Beauty and the Breast Cancer Research Foundation wanted to create an campaign to show that even the smallest donation could make a big impact. We created a pop-up store where products were not priced in dollars, but minutes of breast cancer research. For something as little as the cost of a lipstick, they can literally buy time for women with breast cancer.
Case Study
The “Time is a Beautiful Thing” campaign garnered over 22 million impressions, helped Ulta Beauty raise over $4 million for the Breast Cancer Research Foundation, and won a gold Effie.
Pop-Up Store
We created an Ulta Beauty pop-up shop on Broadway in downtown NYC. Shoppers who walked in found that products weren't priced in dollars, but in minutes of breast cancer research time instead - showing shoppers that even a few dollars do make a difference, bring researchers one step closer to finding a cure.
Survior Portraits
To put a face to the impact of research, we featured six women, both in store and on social, highlighting each survivor’s personal story and how she has been affected by the advancements made possible through Ulta Beauty-funded research.
Social
Through the use of hidden stationary cameras and handheld interviews, we captured shoppers reactions as they explored the store. The video and social posts were able to spread the campaign even further, garnering millions of impressions and additional donations.
