Sephora: The Tap Tap Project
How can we turn a daily beauty routine into a powerful reminder for young women to take charge of their breast health?
Brief Background
While living in my dorm, a close friend was diagnosed with breast cancer. The news was a shock to all of us, as we had always believed that breast cancer was something that only affected older women.This experience opened our eyes to a significant gap in awareness and education among young women about breast cancer and the necessity of early detection.
Insight
Many believe breast cancer only affects older women, leading young girls to skip regular self-exams. Sephora wants to change this by teaching them how to notice changes in their breasts early. To reach young women effectively, Sephora will connect this awareness to something they care about and use daily: their beauty routines.
Idea and Execution
Sephora will transform an everyday beauty tool into a powerful educational aid. Each makeup sponge will contain small balls that feel like lumps, making an ordinary beauty routine a life-saving lesson. Identifying a lump is the hardest test in self-check for breast cancer.As girls dab on their makeup, they'll be reminded of the 'tap' technique used in breast self-exams.
These makeup sponges will be the first beauty products to come with detailed instructions, not just for makeup application, but also for performing breast self-checks. By including these guidelines, Sephora turns an everyday beauty routine into an opportunity for health education, empowering young women to take proactive steps in monitoring their breast health.
These sponges will come in different shapes, just like breasts, to emphasize the personal nature of self-exams.