Campaign details

Brand: Ulta Beauty
Advertiser: Ulta Beauty
Agency: MullenLowe Winston-Salem

Effie Awards Category Context

Every two minutes, a woman in the US is diagnosed with breast cancer. Every 13 minutes, a woman in the US loses her battle with the disease. Due to the mass of brands aboard the breast cancer awareness bandwagon in October, Americans have become “pinkwashed” and numb to their ability to help in the fight4. Through the “Time is a Beautiful Thing” campaign, Ulta Beauty made Americans aware that even the smallest donation can make a big impact and fund life-saving research through the Breast Cancer Research Foundation (BCRF). The campaign helped raise over $4m for BCRF3.

State of the Marketplace & Brand's Business

While Ulta Beauty was experiencing significant business growth, their commitment to the BCRF was unwavering, particularly as this worthwhile cause hits women especially hard, and women are the largest proportion of their shoppers.