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Ulta Beauty Announces Diversity and Inclusion Commitments with Powerful MUSE Campaign

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Rooted in intent, influence and impact, McCann's campaign showcases Ulta's commitments to champion diversity in retail and beauty

Ulta Beauty Announces Diversity and Inclusion Commitments with Powerful MUSE Campaign
Ulta Beauty, the nation’s largest beauty retailer, today shared diversity and inclusion commitments with a keen focus on brand amplification and support, assortment growth, and equitable, welcoming guest and associate experiences. The 2021 commitments reflect an investment of more than $25 million. Additionally, the company announced Tracee Ellis Ross, CEO and founder, PATTERN Beauty, as the company’s diversity and inclusion advisor, a formalised role to provide counsel, inspiration and drive accountability.

“As the country’s beauty retail leader, we believe we have the power to shape how the world sees beauty and as such, we have a responsibility to inspire positive change and drive greater diversity, inclusivity and equity,” said Mary Dillon, CEO, Ulta Beauty. “We are deeply committed to leading purposefully with and for underrepresented voices across retail and beauty on our D&I journey.”

Building upon the company mission to use the power of beauty to bring to life the possibilities that lie within everyone, the commitments are intended to further champion diversity so guests, associates, partners and communities feel connected to and reflected at Ulta Beauty.

“I look forward to formalising an already existing dialogue and partnership around diversity and inclusion with Mary Dillon and the Ulta Beauty team,” said Tracee. “This work requires commitment and accountability from Ulta Beauty to ensure measurable goals are achieved. I am hopeful and optimistic our work together will create foundational change.”

Commitment to Amplifying and Investing in Underrepresented Voices 
Recognising the undeniable opportunity to consistently celebrate and support the influence underrepresented brands and voices have on the beauty industry, Ulta Beauty will dedicate time, space and resources to these important leaders.

- Approximately $20 million will be allocated to media investments across endemic and multi-cultural platforms to create more personal connections with LatinX, Black and other communities, more than doubling the spend of the last three years.

- Ulta Beauty proudly debuted MUSE: Magnify, Uplift, Support, Empower, a platform to celebrate, honour and amplify Black voices in beauty. The campaign shines a light on bold, brilliant and beautiful Black women who have defied and defined limits with marquee placements on The Today Show, Good Morning America and This is Us.

Commitment to Black-Owned Brands 
As Ulta Beauty’s unparalleled assortment continues to evolve, the company will work directly with Black founders and entrepreneurs with the goal to grow brands so these beauty leaders can thrive as they continue to serve the Black community. 

- To increase the presence of Black entrepreneurs, Ulta Beauty will double the number of Black-owned brands in its assortment by the end of 2021. 

- More than $4 million will be dedicated to marketing support of Black-owned brands within the company’s assortment to fuel brand awareness and sustain growth.

Commitment to Guest Experiences 
Everything is in service of guest experiences and as such, Ulta Beauty remains fervently committed to creating exciting, welcoming and equal experiences for every guest who visits the retailer. 

- Introducing quarterly, in-store training for all store and salon associates in March 2021 to reinforce inclusivity and address unconscious bias. These mandatory trainings account for a $2 million investment and are additional to Ulta Beauty’s existing store and salon trainings. 

- Building upon Race Matters Leadership Training which debuted in 2020, the company will implement a mandatory 2.0 version across field, distribution centre and corporate associates in 2021.

Commitment to Associate Experiences 
Ulta Beauty understands the importance of fostering an inclusive, bias-free and equitable workplace to enable all associates to reach their full potential. The company will continue to prioritise this area, investing in its people to advance competencies and collaboration.

- More than doubled D&I trainings across the enterprise for 2021 for the second year in a row. 

- Launched inclusive recruiting efforts with a diverse slate mandate. 

- Established a Diverse Leaders Program to empower more than 30, high-potential associates as future company leaders with CEO and executive mentorship. 
- Annual performance reviews include evaluation against the core value of Champion Diversity and the key competency of Inclusion.

“Authenticity as an inclusive brand with welcoming experiences for all and an approachable assortment are tenets of how we champion diversity at Ulta Beauty,” continued Mary. “We have mapped these commitments to impact every facet of our work. We look forward to sharing more as we continue on this journey with steadfast commitment from our teams and our newly established advisor Tracee Ellis Ross, who brings passion, experience and perspective to this important work.”

In her role as diversity and inclusion advisor, Tracee, a beauty entrepreneur, activist and actor, will provide counsel and insight, and drive accountability to Ulta Beauty with a specific focus on BIPOC brand development, diverse leadership development and supplier diversity. She will join internal executive D&I Council Summits quarterly. The executive council is chaired by Mary and brings together Ulta Beauty’s executive team to holistically review D&I progress, gaps and opportunities.

With a formalised internal governance in place across the enterprise, Ulta Beauty is committed to progress and will share updates as it continues to build upon its diversity and inclusion efforts. 

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Client: Ulta Beauty

CMO: Shelley Haus

VP Integrated Marketing: Karla Davis

Senior Manager Integrated Marketing: Lisa Lu

Senior Director Social & Media Strategy: Christine White

Director Brand Partner Marketing: Sally Scarborough

VP Public Relations: Eileen Ziesemer


Agency: McCann New York

EVP Executive Creative Director: Kathleen O’Brien

VP Creative Director: Gabrielle Shirdan

Creative Director: Ruth Boulter

Art Director: Emma Kasarsky

Copywriter: Idara Akpan

Copywriter, Translator: Tomas Almuna

Production and Talent

SVP Executive Integrated Producer: Debbie Dunlap

Senior Integrated Producer: Jory Sutton

Senior Integrated Music Producer: Dan Gross

Business Manager, Music: Jamie Jou

Talent Manager, Business Affairs: Gordon Corte

Business Manager: Natalie Hernandez

Account and Strategy

SVP Executive Account Director: Jaclyn Currie

VP Account Director: Colleen Moisio

Account Director: Diandra Garcia

Account Supervisor: Courtney Marin

Account Executive: Rachel Zambernardi

SVP Group Strategy Director: Deb Freeman

Strategy Director: Jordan Berger

Senior Strategist: Jacklyn Baillergeon

Associate Social Strategist: Mads Murphy

Associate Director of Project Management: Debbie Fried

Production Partner

Production Company: Good Company

Director: Joshua Kissi

Director of Photography: Jomo Fray

Managing Director, EP: Ryan Heiferman

Line Producer: Nikkia Moulterie

Production Manager: Taylor Shung

Production Coordinator: Desiree Abeyta

2nd AD: Tess Raih

Gaffer: Alexa Harris

Key Grip: Julio Yurnet

Production Designer: Mary Howard

Hair: Andrita Renee

Make-Up: Alana Wright

Wardrobe Stylist: Mecca James Williams

Manicurist: Dawn Sterling


Editorial: Good Company

Editor: Jie ‘Kat’ Yi & Hao-Hung ‘Jerry’ Chia

Executive Producer: Ralph Miccio

Producer: Ben Lomeli

Original Musical Score: Esabalu & Brandon Jhon

Sound Mixing: Sonic Union

Engineer: Michael Marinelli and Owen Shearer

Producer: Carolyn Mandkavitz

Colour Correct: Company 3

Colourist: Kath Raisch

McCann North America, Tue, 02 Feb 2021 17:54:59 GMT