Campaign details

Brand: Ulta Beauty
Advertiser: Ulta Beauty
Lead agency: MullenLowe U.S.
Category: Disease Awareness & Education: Pharma/Corporate

Executive summary

The Challenge

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.

The Idea

To cut through, we focused our effort on a single, tangible goal that becomes an iconic representation of survival: the first haircut. For a breast cancer survivor, first haircut after treatment is so much more than just a haircut; it's triumph.

Bringing the Idea to Life

We documented the journey of one survivor, Tracy DeSoto, in reversing her own cancer narrative, leading to her self-reclamation thanks to advances in breast cancer treatments funded through Ulta Beauty.