Ulta Beauty recently revamped their branding strategy to focus on diversity. They have released a new video campaign, which portrays a cast with a wide variety of ethnicities, ages, races, and genders. The tagline associated with the new campaign is “The Possibilities Are Beautiful,” replacing the older tagline associated with Ulta Beauty released in 2015, “All Things Beauty, All in One Place.” The new tagline is meant to redefine their brand and their definition of beauty.
Along with the launch of the new campaign, Ulta also plans to begin publishing content with more realistic images and portrayals of beauty. This is all in an effort to define the Ulta brand as a company that is accepting of everyone and encourages diversity. They hope by sending this message to consumers they will increase sales and continue to build brand loyalty with already existing customers. They have even opted out of working with companies and brands who have been associated with negativity involving discrimination in the media.
They have released multiple versions of the campaign, a 30 second, 60 second, full 90 second video, and a 30 second version in Spanish as well. By launching the campaign in two languages, they have targeted a group of consumers who are commonly underrepresented in the beauty industry, while attracting Millennial and Gen Z consumers who have reported favoring brands that embrace diversity. Including men in the campaign targets another demographic group that beauty brands rarely market to, differentiating their brand from others, which is crucial in an industry with so much competition.
So far, Ulta Beauty has reported that this campaign has already contributed to an increase in sales. We will see how the overall re-branding effects the company’s reputation in the future.