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."