The Cause
Uplifting real breast cancer survivors who find healing by preserving their sense of self
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.
So every year, Ulta Beauty partners with the Breast Cancer Research Foundation to raise awareness about the importance of research.
Breast Cancer Can’t
The Content
“A Gorgeous Way to Give” is Ulta Beauty’s annual charitable campaign where they partner with the Breast Cancer Research Foundation (BCRF) to raise funds by encouraging customers to donate to the cause while shopping at Ulta.
Our researched showed that cancer survivors believed there was strength in beauty, expression, and self care – and we wanted to celebrate them. So we talked to countless women battling breast cancer and many confided that something as little as a touch of lipgloss, some eyeliner, a bubble bath, or even a luxurious moisturizer would make them feel stronger and more like themselves throughout the many twists and turns of surviving cancer. Michele, Debbie, Shanette, Uzma and Ashley are just a few of those women.
Contributions included:
- A trauma-informed production – Our process included highly-sensitive casting, painstakingly careful message crafting, and the curation of an epic but healing-centered all-expense-paid trip to Chicago for our stars.
- PSA, social content, and more – Promotion of this campaign included a PSA, supporting social content, a landing page, email blasts, and in-store signage.
PSA & Social Content
Meet the Survivors
Michele / Lips
44 year old mother, double mastectomy, just completed her 16th round of chemotherapy prior to the shoot. Michele wore a mask to Ulta Beauty over the holidays because she wanted to get herself something nice and celebrate!
When her hair grew back, it wasn’t the same as it had been before (soft, fine and gray) but she says that’s ok and “it’s hair…I’ll take it!”
Debbie / Funky Red Hair
53 year old Grandmother of 7. Both sisters have passed away from cancer, and she believes that staying positive and putting on makeup makes you feel better every day. You can beat cancer and still be beautiful and strong.
Debbie is warm, sweet and positive. When she lost her hair, she tried covering up with hats, then decided to just rock her beautiful bald head.
When her hair grew back, her granddaughter talked her into dying it purple. She would be excited to dye it any color we want!
When her lashes grew back, she was so excited she went out and bought a ton of mascara colors!
Shanette / Head Scarves
38 years old, diagnosed in 2012 with stage 4 and told she’d only have 2-3 years to live. She feels great and just before the shoot she sent her first child off to college!
Shanette never considered it terminal and LIVES out loud through it all regardless of what was said. In her definition stage 4 was a way to state how the cancer had advanced, not a death sentence.
Shanette is all about beauty! She has over 10 wigs (and countless scarves) to play with her look. She has tons of style and confidence. When asked who her biggest beauty icon was, she said “me!”
When it comes to makeup she says, “I might not always feel like it, but I want to always look like it.” She makes herself feel good by making herself look good.
Uzma / Winged Eyeliner
45 year old who immigrated to the US from Pakistan 20 years ago to pursue a doctorate in psychiatry. At 40, she was diagnosed with Cancer and since then has become a well-known advocate for breast cancer awareness. She writes her own blog, “Left Boob Gone Rogue.”
Uzma often uses beauty to feel better. She always gets up and gets dressed, no matter how bad she feels ”I might feel sick, but I don’t want to look sick.”
She’s a doctor, so her professional clothes are more reserved, but likes to express herself with brighter colors when she is on her own time. She has beautiful eyes and loves playing with eye makeup.
Ashley / Beauty Enthusiast
30 year old breast cancer survivor and Pre-K Teacher, she decided to undergo a double mastectomy because she did not want cancer to control her life. During her treatment, she loved fake eyelashes and Bare Minerals Moxie Lip Gloss in Survivor Pink.
Ashley is a major beauty lover. She always made sure to have her nails done while undergoing treatment. She loves lip gloss, lashes, the works!
Currently, her hair is a pretty shade of light pink.
Credit
Content creation: Lindsey Montague, Domenique Osborne, Katie Volk
Leadership: Christy Blain
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Lindsey Montague • Creative Director 