Ulta Beauty seeks to go beyond the surface of the beauty industry. The brand seeks to explore and highlight the multiple definitions of beauty with its new Beauty& campaign. This campaign is “designed to move the industry forward, broaden the perspective of beauty, and inspire everyone to reclaim beauty on their own terms,” the press release says. As part of the campaign, the brand launches its first podcast and a limited edition t-shirt collection. Ulta Beauty is also donating $200,000 to The Jed Foundation. The foundation is a non-profit organization that supports the mental health of adolescents and young adults. The donation seeks to celebrate how beauty is more than skin deep.
“As an industry leader, we believe we have a responsibility to drive progress rooted in positivity, inclusion and celebration,” Ulta Beauty VP of Marketing Karla Davis said in the statement. “Beauty& was born from the idea 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. Our comprehensive campaign reflects many ways to celebrate individuality, resilience, strength, and most of all, the beautiful possibilities that live within each of us.”
The partners
To celebrate and elevate the Beauty& mission, Ulta Beauty has partnered with three designers to create exclusive t-shirt designs. The shirts were designed by Phenomenal Media founder and CEO and New York Times bestselling author Meena Harris; beloved artist Timothy Goodman; and celebrated muralist and artist Emmy Star Brown. We spoke with Harris and the two artists ahead of the release.
“For me, beauty is for everyone, it is completely inclusive. With my art, I like to create things that touch on themes of inclusion,” Goodman tells us. “Art should be for everyone, just like the beauty industry.” Brown chimed in, adding that “beauty and art are strong forms of self-expression.” Part of making beauty more inclusive includes bringing more men into the mix. “Beauty is for men, for straight men and straight men. More men should feel empowered to talk about it, be a part of it and feel like they can still ‘be a man’ and have all of that,” says Goodman. Brown urges him to shout this message from the rooftop.
Goodman often mixes her art with messages about mental health. She points to an overlap of beauty and mental health. “Beauty is a form of self-expression, right? That’s wonderful, and everyone should have the space to do whatever they want,” he says. Brown adds that the campaign is focused on trying to reframe the beauty conversation to “really elevate and celebrate self-care, self-love, self-expression and self-esteem.”
the podcast
This fall, Ulta will launch The Beauty Of podcast. The podcast will “amplify exciting perspectives on the many definitions of beauty,” according to the press release. The bi-weekly podcast aims to spark conversations, change perceptions, and demonstrate just how expansive beauty really is.
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