With new ‘Beauty&’ marketing campaign, Ulta promotes confidence and acceptance
Following strong second quarter results, ultra beauty announced a new marketing campaign designed to “expand the lens of beauty and inspire everyone to take back beauty on their own terms.”
Titled Beauty&, the campaign will kick off this week with national ad spots and a limited-edition T-shirt collection, followed by the company’s first podcast debut this fall.To further the campaign’s mission of “celebrating beauty as a force for good”, Ulta $200,000 donation to Jed Foundationsupporting the mental health of teens and young people.
Karla Davis, vice president of marketing for Ulta Beauty, said in a statement: “Beauty& was born from the insight that a duality of confidence and insecurity in the beauty industry has existed for too long. When we focus our energies on the good, beauty can and will happen. ‘s comprehensive campaign reflects the many ways we celebrate individuality, resilience, strength and, most of all, the beautiful potential that lies within each of us.”
The national ad spot will feature a cast of creators and beauty influencers and will air on linear and streaming TV and social media. To coincide with the ad, a limited-edition t-shirt collection made from recycled materials was launched. three Custom designed by writer Mina Harris and artists Timothy Goodman and Emmy Starr Brown.
This fall, the Beauty& campaign continues with the launch of a new bi-weekly podcast called “The Beauty of.” It aims to stimulate dialogue and showcase the vast world of beauty beyond traditional beauty topics. The podcast is hosted by Ulta Beauty Pro Team member David Lopez.
Ulta’s second quarter results were largely a silver lining in a tough retail reporting season. While other companies’ earnings have been hit hard by inventory and supply chain challenges, Ulta posted a 14.4% increase in comparable sales from Q2 2021, with net sales up last year’s $2 billion. This positive momentum has led the company to raise his outlook for fiscal 2022.