New Ulta Beauty Ad Campaign Showcases ‘The Possibilities are Beautiful’

Ulta Beauty’s new ad campaign, “The Possibilities Are Beautiful,” launches in September and will run through December. Created in partnership with McCann New York, the campaign illustrates the beauty retailer’s belief that nothing is more beautiful than possibility and that it sees possibilities in each and every person. 

“Over the last few years we’ve been on a journey to establish our brand’s ‘All Things Beauty, All in One Place’ proposition,” said Shelley Haus, Ulta Beauty’s senior vice president, brand marketing. “After building an amazing foundation, we are now architecting the next chapter of the brand that builds from that foundation. We are excited to launch our new, breakthrough ‘The Possibilities are Beautiful’ campaign, emphasising the meaningful role of beauty in our guests’ lives and celebrating our belief that beauty should be limitless.”

Launched September 2nd, the ads feature people from a spectrum of age groups, ethnicities, body types and gender identities. The team took the approach of ‘casting with meaning’ by including the stories of people who are realising what their dreams, coming into their own and going beyond what they thought was possible.

“Casting was crucial,’ said Tom Murphy, McCann New York Co-Creative Officer. “We needed to find individuals who truly embodied the notion of beautiful possibilities. The film is a collection of rich personal stories and you feel that as you watch it.”

As a purpose-driven brand, the natural next step for Ulta Beauty was a campaign like this that encompasses the emotional connection each guest feels when they walk through the doors of any Ulta Beauty store. 

The campaign’s ads will run on television, digital, and social media.