Ulta Beauty: advert-body-1 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.