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Breast Cancer Research Foundation X Ulta Beauty

multi-year fundraising platform, video, social, experiential

Every two minutes in the United States, a woman is diagnosed with breast cancer. She begins treatment. There is fear. There is doubt. There is a loss of physical identity. And hopefully with successful treatment, there is recovery and a return to self.


Every year, Ulta Beauty partners with the Breast Cancer Research Foundation to raise awareness about the importance of research. The following work helps to do just that.


Ulta Beauty wanted to reveal how crucial advances in breast cancer research are by documenting something most people take for granted: a haircut. Through a former colleague, I was introduced to Tracy and stumbled across some of her photos documenting her treatment. I knew we needed to tell her story.

Ulta Beauty BCRF_First Haircut
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The video was featured on Adweek and AdForum, was named “Creative Work of the Year” on The Drum and was awarded a Clio, Shorty, One Show merit and an Effie. But even more valuable, the work was a source of inspiration for the breast cancer community. The Breast Cancer Site named it “the best breast cancer PSA ever.”

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Ulta Beauty knew there was strength in beauty and wanted to prove it. So we talked to countless women battling breast cancer and many claimed that something as little as a touch of lipgloss, some eyeliner or even a luxurious moisturizer would make them feel stronger and more like themselves. Michele, Debbie, Shanette, Uzma and Ashley are just a few of those women.