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Poet Jasmine Mans Performs an 'Ode to Black Beauty' for Ulta Beauty's Black History Month Campaign

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Powerful manifesto was created in collaboration with McCann

Poet Jasmine Mans Performs an 'Ode to Black Beauty' for Ulta Beauty's Black History Month Campaign

For Black History month, Ulta Beauty wanted to pass the mic to one of its original muses, Jasmine Mans. Jasmine is the voice of the company’s MUSE anthem film and an honouree in MUSE 100.

In the brand's continual support of the muses shaping, influencing and changing the beauty landscape, it teamed up with McCann to give her creative freedom to conceptualise a sequel to its powerful manifesto.

In her own words, she created an 'Ode to Black Beauty', a 1-minute poem dedicated to the beauty of the Black community. In collaboration with McCann, Jasmine and her team of Black creatives shot a social video of her performing the piece. The film will be featured throughout February across various owned and paid channels.

In addition to its collaboration with Jasmine Mans, Ulta Beauty also announced it will invest $50 million to advance its diversity, equity and inclusion efforts – doubling its 2021 commitments. As a part of these 2022 commitments, the leading beauty retailer will invest:

- $25 million in multicultural media platforms, with 10% directly spent with Black and Latine owned media outlets, outpacing media industry benchmarks  

- $8.5 million in marketing support for Black-owned, Black-founded and Black-led brands within the company’s assortment, more than doubling last year’s investment to reflect the retailers’ expanded Black-owned assortment

- $5 million investment specific to support BIPOC entrepreneurs with New Voices venture fund, with a focusing on providing access to shelf space, merchandising and marketing support


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Agency Credits

Creative: McCann

Kathleen O’Brien: EVP Executive Creative Director

Gabrielle Shirdan: SVP Group Creative Director

Rachel Leibson: SVP Group Creative Director

Ruth Boulter: VP Creative Director

Idara Akpan: Copywriter

Debbie Yoo: Senior Art Director

Maria Useche: Art Director

Isabelle Leon: Junior Copywriter

Tom Murphy: Co Chief Creative Officer

Production and Talent

Jory Sutton: Senior Integrated Producer

Jamie Jou: Business Manager, Music

Camille Dagorn: VP Creative Partnerships

Damien Choy Smith: Senior Director, Celebrity Partnerships

Theresa Maranzano: Business Manager

Krenzy Vergara: Talent Payment Manager

Account and Strategy

Jackie Blum: EVP Executive Account Director

Megan Tierney: VP Account Director

Courtney Marin: Account Director

Natacha Mihigo: Account Executive

Ashley Ren: Assistant Account Executive

Paddy Mangunta: VP Strategy Director

Deb Freeman: SVP Group Strategy Director

Kara Haynesworth: Associate Social Strategy Director

Katy Kawasoe: Social Strategist

Production Partner Credits

Production Company: Umi’s House

Gabriel Herns: Videographer/Director

Aziza Johnson: Production Designer

Zoe Greene: Senior Producer Craft NY

Adam Hirch: SVP Head of Content North America Video Production, Craft

Editorial: Craft NY

Karen Hennegan: VP Director of Craft Edit & Graphics, Broadcast Studio

Priscilla Colon: Senior Producer

Anthony Sarni: Producer

Luke Graziano & Matt Flamm: Editors

Nick MacDonald & Robin M. Buyer: Sound Engineers

Devin Altobello & Andrew Aldridge: Colorists

Ulta Beauty Credits

Dave Kimbell: CEO

Shelley Haus: CMO

Karla Davis: VP Integrated Marketing

Lisa Lu: Director, Integrated Marketing

Jennifer Rudolf: Associate Manager, Integrated Marketing

Eileen Ziesemer: VP, Public Relations

Genres: People

Categories: Skin care, Beauty & Health

McCann North America, Fri, 04 Feb 2022 08:09:57 GMT