It’s natural for a beauty company to celebrate beauty, but Ulta Beauty does so in its latest campaign with reverence to all people, all types, all women and those who want to be beautiful in their own way.
A video highlights not just those who might be considered model-beautiful, but everyday women, girls and others who want to bring out their best in whatever situation.
‘The Possibilities Are Beautiful' focuses on a diverse group to show that beauty can be without limits.
The campaign, created in partnership with McCann New York, illustrates the beauty retailer’s belief that nothing is more beautiful than possibility 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.”
For its encompassing view of what is beautiful, The Drum’s readers voted it overwhelmingly as the US Creative Work of the Week.
See the campaign by clicking on the Creative Works box below.
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: 'The Possibilities Are Beautiful'
Caprice Yu, Executive Creative Director
Jordan Kramer, Creative Director
Tamara Lecker, Senior Producer
Colleen Moisio, Account Director
Diandra Garcia, Account Supervisor
Laura Frank, SVP Group Strategy Director
Jessica Mendoza, VP Strategist
Alex Goldklang, Associate Project Director