Last year, after Ulta Beauty conducted research that revealed a “joy deficit” among Americans, the brand responded with The Joy Project: an initiative aimed at arming its associates and customers with tools to help silence two major barriers to joy — inner critics and negative self-talk. Now the retailer is taking The Joy Project to the next level with the launch of The Joy Council, which will be led by well-being expert and author Deepak Chopra, M.D. as Ulta’s first-ever honorary Chief of Joy.
Chopra will lead a group of joy advocates and experts in various fields of wellness to inspire, uplift and motivate people, using content and community engagements aimed at making joy more accessible to everyone while underscoring Ulta’s mission to make beauty a force for good.
“Joy is the only measure of success,” said Chopra in a statement. “It is associated with gratitude, empathy, compassion and love, and opens the door to well-being and abundance. I am delighted to be working with Ulta Beauty as The Joy Project is fully aligned with my life’s work. Together we can reach a critical mass of people for a more peaceful, just, sustainable, healthier and joyful world. It is the most urgent need of our times.”
Leveraging the power of its community, Ulta’s Joy Council will work to help people find, embrace and experience joy in their everyday lives by enlisting “joy advocates” to guide guests on their well-being journey. In addition to Chopra, the council includes:
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- Fitness instructor, health coach and motivational speaker Ally Love;
- Certified relationship expert, podcast host and author Jillian Turecki; and
- Olympic champion and mental health advocate Laurie Hernandez.
Joy Council members will create exclusive content, tips and insights centered around joy to be shared across Ulta Beauty’s owned channels, as well as a Joy Hub on Ulta.com. Content will celebrate the beauty of joy and the various pathways to embrace it, such as “21 Days of Joy Mantras” from Chopra, joyful movement and mindset practices and tips on finding joy through relationships, self-care and self-expression.
“Like beauty, we believe joy should be for everyone, and people want to feel joy now more than ever,” said Michelle Crossan-Matos, Chief Marketing Officer at Ulta Beauty in a statement. “The reality is many of us don’t know how or where to find it. At Ulta Beauty, we know joy is often found in the activities we love, the relationships we foster and the communities we belong to, and it’s our hope that through the Joy Project and our newly established Joy Council, we will help people see the joy within and around them, so they can share that joy forward.”
Ulta’s Joy Project is only one piece of the retailer’s ongoing efforts to promote the link between beauty and mental health. The company’s charitable foundation recently committed more than $3 million to nonprofit partners focused on the mental health and well-being of women and teens.
