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Ulta Beauty
First Haircut

RAN IN: United States

CLIENT
Ulta Beauty

Shelley Haus, VP, Brand Marketing
Karla Davis, Marketing Director
Desirae Kirchmeier, Manager, Integrated Marketing
Dave Kimball, Chief Marketing and Merchandising Officer

AGENCY
MullenLowe U.S. *Lead Agency

Shaun Stripling, Chief Strategy Officer
Karen Wilson, Group Media Director
Christy Blain, Group Creative Director
Susanna O'Connell, Executive Producer
Tara Nelson, Senior Copywriter
Chad Laughlin, ACD/Art Director


SUMMARY

Every two minutes, a woman in the United States is diagnosed with breast cancer and faces a loss of health and identity. For a breast cancer survivor who's lost her sense of self, the journey of triumphantly reclaiming one's beauty can be linked to a simple milestone: that first haircut after treatment. By leverage the journey of one survivor, Tracy DeSoto, in reversing her own cancer narrative, leading to her self-reclamation, Ulta Beauty raised $2.6mm dollars for the BCRF and inspired millions of women to join the fight.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: SOCIAL MEDIA

Audience: Women

Objectives: Fund-raising

Type: Business to Consumer

Classification: National

Language: English