Ulta Beauty: Gorgeous Way to Give by MullenLowe

For Breast Cancer Awareness Month, Ulta Beauty and the Breast Cancer Research Foundation wanted to create an initiative that would show people just how far a dollar can go when it is donated to a good cause. To bring this concept to life, MullenLowe's Winston-Salem office created a pop-up Ulta shop in NYC. Shoppers who walked in found that products weren't priced in dollars, but in minutes of breast cancer research time instead. For example, a $10 tube of mascara cost 12 minutes, while a $20 eye shadow palette cost 24 minutes. The idea behind the campaign was to show people that their donated dollars do make a difference and can help bring researchers one step closer to finding a cure. According to Ulta, the company has funded over 16 million minutes of research through its partnership with the Breast Cancer Research Foundation.