BOLINGBROOK, Ill.–(COMMERCIAL WIRE)–Ulta Beauty, the nation’s largest beauty retailer, today unveiled Beauty&, a 360 campaign designed to move the industry forward, broaden the perspective of beauty and inspire everyone to claim beauty on their own terms. Rooted in the insights of cultural leaders and beauty enthusiasts, the campaign encompasses compelling creativity, the brand’s first podcast, a limited-edition t-shirt collection and, in an effort to celebrate how beauty is more than skin deep, a donation $200,000 to the Jed Foundation, a national nonprofit organization that supports adolescent and young adult mental health.
“As an industry leader, we believe we have a responsibility to drive progress rooted in positivity, inclusion and celebration,” said Karla Davis, Ulta Beauty’s vice president of marketing. “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.”
Bringing the campaign to life
To celebrate and elevate the Beauty& mission, a limited-edition t-shirt collection made from recycled materials launches today. Ulta Beauty partnered with three amazing designers: Phenomenal Media founder and CEO and New York Times bestselling author Meena Harris; famous New York artist Timothy Goodman; and celebrated Chicago-based artist and muralist Emmy Star Brown. Each adopted the campaign message to create a unique t-shirt design for beauty enthusiasts. All three designs can be purchased while supplies last at ulta.com starting today for $25.
The powerful impact of beauty on self-esteem, self-care and self-expression comes to life internally and externally. Recognizing the importance found at the intersection of beauty and self, Ulta Beauty’s donation to the Jed Foundation aims to help the leading nonprofit organization provide teens and young adults with skills and support to manage emotional health, face challenges and support themselves and others. In their lifes. This donation reaches out to a demographic deeply engaged in the beauty space as a means of showcasing how the industry can be a force for good in their daily lives.
“We are honored and grateful to work with Ulta Beauty as part of the Beauty& campaign to empower everyone to take back beauty on an individual level,” said John MacPhee, CEO of The Jed Foundation. “We are thrilled to see a leader in beauty use her platform to amplify inclusion and compassion through self-esteem, self-care and self-expression. With this generous donation, JED can further our mission to implement a culture of mental health care that improves well-being and reduces the risk of suicide among young adults across the country.”
To spark dialogue, change perceptions, and show how expansive beauty really is, the company will launch the beauty of, a bi-weekly podcast that will go beyond traditional beauty topics and extend the lens of beauty into unexpected spaces and places. Hosted by Ulta Beauty Pro Team member David Lopez, the show will engage guests like Tamara Walcott, Virgie Tovar and AM Darke to challenge beauty standards and dive below the surface of non-traditional beauty topics. Launching this fall, the beauty of will amplify exciting perspectives on the many definitions of beauty.
Power platform Beauty& debuts nationally this week with a creative anthem featuring a curated cast of diverse creators, emerging beauty influencers and trusted leaders. The cast includes Zuri Marley, Steph Aiello, Elle Snyder, David Lopez, Jamika Martin, Sophia Morales, Alicia Tao, Gaby Alcala, Gage Crismond, Amanda Booth, Chelsea Woody, Tamara Walcott, and Laritza Labouche, among others. The campaign can be seen on television, streaming and social platforms.
About Ulta Belleza
At Ulta Beauty (NASDAQ: ULTA), the possibilities are beautiful. Ulta Beauty is the largest beauty retailer in the US and the leading beauty destination for cosmetics, fragrances, skin care, hair care and salon services. In 1990, the company reinvented the beauty retail experience by offering a new way to shop for beauty products, bringing everything related to beauty together in one place. Today, Ulta Beauty operates more than 1,300 retail stores in 50 states and also distributes its products through its website, which includes a collection of tips, tutorials, and social content. For more information, visit www.ulta.com.
Ulta Beauty was recently added to the Bloomberg Gender Equality Index, which tracks the financial performance of public companies committed to supporting gender equality through policy development, representation and transparency. More information about Ulta Beauty’s corporate responsibility efforts can be found at https://ulta.com/investor/esg.
Source: www.businesswire.com