With New ‘Beauty’ Marketing Campaign, Ulta Drives Trust and Acceptance

After strong results in the second quarter, Ultimate beauty launched a new marketing campaign designed to “broaden the purpose of beauty and inspire everyone to reclaim beauty on their own terms.”

The campaign – titled Beauty & – kicks off this week with a nationwide ad spot and a collection of limited-edition t-shirts, and will be followed by the launch of the company’s first-ever podcast this fall. To further promote the campaign’s mission of “celebrating beauty as a force for good”, Ulta is also making a $200,000 donation to the Jed Foundationthat supports the mental health of adolescents and young adults.

“As an industry leader, we believe we have a responsibility to drive progress rooted in positivity, inclusivity and celebration,” Karla Davis, vice president of marketing at Ulta Beauty said in a statement. . “Beauty& was born out of the idea that the duality of trust and insecurity in the beauty industry has been around for far too long, and when we focus our energy on the good, beauty can and should deliver. Our full campaign reflects many ways to celebrate the individuality, resilience, strength, and above all, the beautiful possibilities that live within all of us.

The national ad spot will air on linear and streaming TV and social media, featuring a cast of creators and beauty influencers. A collection of limited edition t-shirts made from recycled materials was launched alongside the announcement, with Three custom designs by author Meena Harris and artists Timothy Goodman and Emmy Star Brown.

This fall, the Beauty& campaign will continue with the launch of “The Beauty of”, a new bi-weekly podcast aimed at sparking dialogue and showcasing the wide world of beauty by going beyond traditional beauty topics. The podcast will be hosted by Ulta Beauty Pro Team member David Lopez.

Ulta’s second-quarter results were a bright spot in a largely dismal reporting season for retail. While other companies’ results were hit hard by inventory and supply chain issues, Ulta credited the resilience of the beauty category for its strong results, which included a 14.4% increase in sales. comparable to Q2 2021 and net sales of $2.3 billion compared to $2 billion last year. The positive momentum prompted the company to raise its outlook for fiscal 2022.

William L. Hart