With New ‘Beauty&’ Marketing Campaign, Ulta Promotes Confidence and Acceptance

Ulta's new Beauty& marketing campaign promotes confidence and acceptance.

Following on strong Q2 results, Ulta Beauty has debuted a new marketing campaign designed to “widen the lens of beauty and inspire all to reclaim beauty on their own terms.”

The campaign — titled Beauty& — kicks off this week with a national ad spot and limited edition T-shirt collection, and will be followed up by the debut of the company’s first-ever podcast this fall. To further promote the mission of the campaign to “celebrate beauty as a force for good,” Ulta also is making a $200,000 donation to the Jed Foundation, which supports the mental health of teens and young adults.

“As an industry leader, we believe we have a responsibility to drive progress rooted in positivity, inclusivity and celebration,” said Karla Davis, VP of Marketing at Ulta Beauty in a statement. “Beauty& was born from the insight that the duality of confidence and insecurity in the beauty industry has existed for far too long, and when we focus our energy on the good, beauty can and does deliver. Our comprehensive campaign reflects many ways to celebrate individuality, resilience, strength, and above all else, the beautiful possibilities that live within each of us.”

Three custom t-shirts showcase the Beauty& mission and message.

The national ad spot will air across linear and streaming TV and social media, featuring a cast of creators and beauty influencers. A limited-edition T-shirt collection made from recycled materials has launched in tandem with the ad, with three custom designs from 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 dialoguing and showcasing the expansive world of beauty by pushing beyond traditional beauty topics. The podcast will be hosted by Ulta Beauty Pro Team member David Lopez.

Ulta’s Q2 results were a bright spot in a largely bleak reporting season for retail. While other companies’ bottom lines have been hit hard by inventory and supply chain challenges, Ulta credited the resilience of the beauty category for its strong results, which included a 14.4% lift in comparable sales from 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.  

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