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Advertising Beauty Creative

Ulta Beauty shows that the ‘Possibilities are Beautiful’ in each and every person


By Kyle O'Brien | Creative Works Editor

September 4, 2018 | 3 min read

Ulta Beauty is highlighting the beauty in all people in a new campaign, ‘The Possibilities Are Beautiful,’ highlighting a diverse group to show that beauty can be without limits.

Ulta Beauty without limits

Ulta's ‘The Possibilities Are Beautiful' campaign

The campaign, which will run through December, was created in partnership with McCann New York, and illustrates the beauty retailer’s belief that nothing is more beautiful than possibility – which is highlighted in a new campaign video – and that it sees possibilities in each and every person.

The video highlights differences and empowers people to be their diverse selves. Utilizing the uplifting track, Scars to Your Beautiful by Alessia Cara, we first see a girl looking to the stars, perhaps dreaming of what she will become. From there, we get a brief glimpse into the lives of others, such as a woman walking down the catwalk, another woman taking the oath at a what looks to be a military academy, and others, such as a colorful muralist, a school girl, a business woman and a singer.

Text in the ad highlights the lyrics and the sentiment by Ulta, with a poetic empowerment, stating, “when you’re ready to tell your story, to produce your sequel, to run this town…to rewrite history…so are we.” It ends with the tag, “you’re not here to get beautiful, you’re here because you already are.”

Stated Shelley Haus, Ulta Beauty’s senior vice president, brand marketing: “Over the last few years we’ve been on a journey to establish our brand’s ‘All Things Beauty, All in One Place’ proposition. After building an amazing foundation, we are now architecting the next chapter of the brand that builds from that foundation. We are excited to launch our new, breakthrough ‘The Possibilities are Beautiful’ campaign, emphasizing the meaningful role of beauty in our guests’ lives and celebrating our belief that beauty should be limitless.”

The ads feature people from a spectrum of age groups, ethnicities, body types and gender identities. The team took the approach of ‘casting with meaning’ by including the stories of people who are realizing what their dreams, coming into their own and going beyond what they thought was possible.

“Casting was crucial,’ said Tom Murphy, McCann New York co-creative officer. “We needed to find individuals who truly embodied the notion of beautiful possibilities. The film is a collection of rich personal stories and you feel that as you watch it.”

Ulta Beauty wanted to encompass the emotional connection each guest feels when they walk through the doors of any Ulta Beauty store, according to a release.

The campaign’s ads will run on television, digital, and social media.

Ulta Beauty: The Possibilities Are Beautiful by McCann New York

By Ulta Beauty

Overall Rating 5/5

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Content created with:

McCann NY

Ulta Beauty

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