Ulta Beauty: The possibilities are beautiful

Ulta Beauty, a beauty store chain, launched a campaign in the USA to elevate its brand beyond its products and emphasise how beauty helps everyone achieve their full potential.

Campaign details

Brand: Ulta BeautyBrand owner: Ulta BeautyEntrant company: McCann New YorkMedia: MullenLowe Mediahub, BostonPR: Ketchum, New YorkMarket: United StatesSector: Pharmacies & drugstoresMedia channels: Online video, Social media, TelevisionBudget: Over 20 million

Executive 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...

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