Campaign details
Brand: Ulta BeautyParent company: Ulta BeautyAgency: MediahubCountry: US
This case study explains how Ulta Beauty, a cosmetics and salon brand with a longstanding partnership with the Breast Cancer Research Foundation (BCRF), created the 'First Haircut' campaign in the USA to help survivors of breast cancer achieve self-reclamation and raise awareness for the cause.
- The challenge was that, due to the pink-washing of October, people have become fatigued by 'fight for a cure' storylines of breast cancer and question the relevancy and the impact of yet another 'pink ribbon' effort.
- For a...