Creativity

A Haircare Brand Gives Breast Cancer Patients Their Very Own Beauty Tutorials

Ghd's Project Is a Collaboration With Breast Cancer Now

By Alexandra Jardine. Published on Aug 26, 2016

Editor's Pick

British haircare brand Good Hair Day (Ghd) has brought online beauty tutorials to a new audience with a campaign designed specifically for breast cancer sufferers experiencing hair loss from chemotherapy.

The campaign, "You Are Not Defined by Your Hair," was developed in collaboration with U.K. charity Breast Cancer Now and agency Sunshine, which identified that there was no good online resource for women suffering from cancer to compare with mainstream beauty tutorials.

The tutorials, which go live today on Ghd's website, offer styling and beauty advice to women recovering from treatment-related hair-loss, covering everything from how to tie a glamorous '70s headscarf and hack a shop-bought wig, to the more unexpected elements of hair loss, like drawing on eyebrows and eyelashes. Viewers can see beauty professionals working with real-life breast cancer sufferers along with expert advice from a specialist breast cancer nurse.

Sunshine creative Selma Ahmed, who worked on the campiagn, told Creativity: "There are millions of beauty tutorials out there speaking to women -- it's a cultural phenomenon. But somehow, the women who arguably need it the most, those going through cancer, have been overlooked. To be given the opportunity to change this, to widen the context of the beauty conversation and support women in navigating the often uncomfortable and surprising changes to their appearance that cancer can bring about, is an honor and one that has humbled all of us who worked on it."

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About

Credits

Date
Aug 26, 2016
Agency:
Sunshine
Chief Creative Officer:
Al MacCuish
Client:
Ghd/Breast Cancer Now
Executive Creative Director:
Hollie Newton
Creative:
Selma Ahmed
Account Director:
Luisa Bundy
Strategist:
Vinay Chaudhri
Producer:
Julia Methold
Design:
Gen de Rohan Willner
Design:
Alice Clifford
Agency Editor:
Kris Shiel
Post House:
Cut & Run
Directors:
The Apiary
Directors:
Lily Coates
Directors:
Gavin Youngs
Production Company:
Wanda Productions
Photographer:
Luke Stephenson
Business Director:
Leonora Hopkins

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