Ulta's new campaign celebrates beauty that goes beyond skin-deep

Ulta Beauty aims to widen the lens on beauty in its latest campaign from McCann called “Beauty&.” It features a new anthem ad, the brand’s first podcast and a limited edition t-shirt collection, all of which go to promoting the idea that individuals should "reclaim beauty on their own terms," according to a brand statement. “As an industry leader, we believe we have a responsibility to drive progress rooted in positivity, inclusivity and celebration,” said Karla Davis, VP of marketing at Ulta Beauty, in the statement. “'Beauty&' was born from the insight that the duality of confidence and insecurity in the beauty industry has existed for far too long, and when we focus our energy on the good, beauty can and does deliver. Our comprehensive campaign reflects many ways to celebrate individuality, resilience, strength, and above all else, the beautiful possibilities that live within each of us.” The campaign's 60-second anthem features a diverse cast that includes Zuri Marley, a model, musician and DJ who is also the daughter of Ziggy Marley and granddaughter of Bob Marley; Steph Aiello a make-up artist, quadriplegic advocate, social media influencer, and dancer and Sophia Morales an indigenous and Latinx deaf woman, among others. As part of the brand's push to show that beauty goes beyond "skin-deep," Ulta also donated $200,000 to the Jed Foundation, a national non-profit supporting the mental health of teens and young adults. Ulta's bi-weekly "The Beauty Of" podcast is hosted by David Lopez, a Latinx celebrity hairstylist who uses his platforms to degenderize the beauty space. Lopez' guests will include power lifter Tamara Walcott, who's also an author and activist; Virgie Tovar, one of the nation's leading experts and lecturers on weight-based discrimination and body imager; and comedian and actress Dylan Mulvaney, who is sharing her transition journey from day one on TikTok, just to name a few. The campaign's limited edition t-shirt line is made from recycled materials and features designs from Meena Harris, Timothy Goodman and Emmy Star Brown, all of which can be purchased on Ulta.com for $25 until supplies last. "Beauty&" is the brand's latest effort to diversify the beauty industry and amplify underrepresented voices. Last year, Ulta committed $25 million in support, training, initiatives and marketing promotions to Black-owned brands. It launched a commercial featuring Lisa Price, founder of Black beauty brand Carol’s Daughter; Julee Wilson, beauty director at Cosmopolitan; and Whitney White, founder of Melanin Haircare. In 2018, in its first push from McCann, the brand introduced a new tagline ,“The Possibilities Are Beautiful,” which replaced 2015’s “All Things Beauty, All in One Place.” The video highlighted consumers of various ages, ethnicities, sizes and genders.

Ulta's new campaign celebrates beauty that goes beyond skin-deep

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