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Ulta Beauty
The Possibilities Are Beautiful
RAN IN: United States
AGENCY
Jaclyn Currie, SVP Executive Account Director
Caprice Yu , VP, Executive Creative Director
Laura Frank, SVP, Strategy Director
Colleen Moisio, Account Director
Diandra Garcia, Account Director
Jordan Kramer, Creative Directo
Leo Billard, Creative Director
Claire Stewart, Senior Strategist
Ketchum
Emily Kooistra, Vice President
Mediahub
Shea Kelly, SVP Group Director
SUMMARY
This is a story about leadership. Ulta Beauty was the retail authority for 30 years because of their functional promise, “All Things Beauty All In One Place.” But their leadership was in jeopardy as more competitors came to battle.
To elevate their brand beyond the stuff they sold, they took their brand in a new direction with no product story at all. Instead, they focused on how beauty helps everyone realize their possibilities.
“The Possibilities Are Beautiful” changed their business from the inside out and fortified their beauty throne.
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: BRANDED CONTENT,SOCIAL MEDIA,TV
Audience: Women
Objectives: Brand relaunch, reposition
Type: Business to Consumer
Language: English
