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Ulta Beauty
Time is a Beautiful Thing
MullenLowe Winston-Salem
Pop-up Store Experience
Video
Social
Every two minutes, a woman in the United States receives a breast cancer diagnosis, while every thirteen minutes, another woman in the country loses her battle against this relentless disease. The overwhelming impact of breast cancer and the sheer number of individuals it affects are truly astonishing. This immense challenge often leaves people feeling helpless, believing that their contributions cannot make a significant difference in the quest for a cure.
As avid supporters of The Breast Cancer Research Foundation, Ulta Beauty embarked on a mission to demonstrate the profound impact that donations can have on breast cancer research. To achieve this, we established a temporary store in the heart of Soho, New York City, where people had the unique opportunity to purchase valuable minutes dedicated to life-saving research for women with breast cancer.
This pop-up store served a dual purpose by not only raising awareness and funds but also by creating captivating video content that showcased the direct correlation between a few dollars and the critical minutes that could potentially save lives. Additionally, we incorporated the powerful stories of breast cancer survivors into our comprehensive campaign.
In recognition of our efforts, this initiative was honored with a prestigious Gold Effie Award in 2018.