As breast cancer awareness month approaches, beauty companies are working up ways to contribute to a cure.
At Ulta, that comes in the form of a Manhattan-based pop-up shop.
“We’ve set up a pop-up store that’s not a normal pop-up store,” said Shelley Haus, vice president of brand marketing. “It’s a curated pop-up store on Broadway in SoHo that is meant specifically to create a story around our partnership with the Breast Cancer Research Foundation.”
Different than any other Ulta experience, the pop-up contains only Ulta Beauty-branded makeup, bath and body-care products, and the price points are denoted in minutes of research. To find out the actual prices, consumers need to engage a store associate. “It makes the connection for the consumer between the dollars and the number of minutes that can be funded,” said Haus.
The store, which opened Tuesday and will remain open until 5 p.m. Wednesday, is about 1,800 square feet — a vast difference from Ulta’s normal 10,000 square-foot layouts. The company has had a relationship with the BCRF since 2009, and has raised more than $14 million for the organization, Haus said. The goal for 2016 is to raise $3 million, Haus said. All of the proceeds from product sales at the pop up are going to BCRF.
The store will also help Ulta gather content — including real-life breast cancer stories from people who shop the event — to include on social media as it works to drum up awareness, according to Haus.
The BCRF was founded by Evelyn Lauder in 1993.
The Lauder organization continues to be deeply involved with the organization, and will also launch its Breast Cancer Awareness Campaign on Sept. 29 at 12 p.m. EST on BCACampaign.com. The BCA Campaign, also founded by Evelyn Lauder and with actress Elizabeth Hurley as its global ambassador, supports the BCRF and 60 other charities globally. This year, the campaign aims to reach $6 million to support its mission of supporting education and medical research to defeat breast cancer. Overall, it has raised more than $65 million and is active in 70 countries. More than $50 million from BCA has gone towards funding BCRF research projects worldwide.
Many of Lauder’s brands are launching special initiatives to benefit both the BCA Campaign and BCRF: Aveda is creating a limited-edition special size Hand Relief Moisturizing Crème with Uplifting Beautifying Aroma for $26; Bobbi Brown is releasing the Art Stick Duo with one neutral pink and one bright pink for $50; Bumble and bumble is making its Prêt-à-powder with a limited-edition pink cap for $27; Clinique is selling its Dramatically Different Moisturizing Lotion with a limited-edition keychain for $38; Darphin is packaging its Intral Redness Relief Soothing Serum with a pink ribbon, retailing for $88; Donna Karan has created a limited-edition Blush eau de parfum spray for $92; the Estée Lauder brand is releasing Advanced Night Repair Synchronized Recovery Complex II with a pink ribbon pin, and the Pink Perfection Color collection, which contains a palette and lipstick; Jo Malone London is donating $45,000; La Mer has created special packaging for its Lip Balm, retailing for $60; The Lab Series has created special pink ribbon packaging for its Age Rescue+ Face Lotion for $50, with a pocket square with every purchase of more than $85 in certain locations; Origins is donating from sales of its Drink Up Intensive Overnight Mask; Prescriptives is donating $5,000; Smashbox is donating from sales of its pink ribbon emblazoned Photo Finish Primer Water; Tom Ford Beauty is donating $50,000, and Tory Burch has created a special-edition pink fretwork sleeve for its eau de parfum rollerball, for $29.
While a smaller operation, Drybar too is rolling out an initiative aimed at breast cancer awareness. The company will sell a limited-edition pink travel-sized Detox Dry Shampoo at Drybar and Sephora locations. The products retail for $13, and $1 from each purchase will go to City of Hope to support breast cancer research.