Ulta Beauty
is an American franchise of beauty stores that carries cosmetics and skincare brands. It is more commonly known as the “more affordable Sephora store” with a very diverse demographic of shoppers, specifically the Latin American community. They also pride themselves on their commitment to their diverse staffing. As part of the rebrand, showing diversity was a core value in the campaign as it was brought to life across all media.
Beauty Credits: Print
Traditional beauty credits highlight the makeup and styling behind the beautiful images in fashion magazines. Let's shake that up in our print ads by also highlighting the beautiful things the women in our portraits actually do.
Beauty Credits: Takeover
We'll partner with Vogue magazine so that editorials and ads are annotated with the women's stories along with the beauty credits.
We can also take advantage of our existing partnership with Latina Magazine.
The Brand Book
We were tasked with redesigning the brand book and re-defining beauty around the idea: “The Possibilities Are Beautiful”.
As part of this process we did a blind casting call and photoshoot for real women, and of all women from diverse backgrounds. But to avoid the applicants coming with preconceived ideas of what a ‘beauty brand’ would be looking for, we didn’t tell them it was for a beauty brand, we simply asked them to come as their “most comfortable selves”.
We also asked each applicant “What does “beauty” mean to you?” with the intention to use their responses in the brand book. Each photo and answer added depth to the concept and helped illustrate the truth of the idea that “All Possibilities are Beautiful”.
