Ulta Beauty

McCann New York *Lead 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

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.