Ulta Beauty: First Haircut

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 US to help survivors of breast cancer achieve self-reclamation and raise awareness for the cause.

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...

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