Ulta Beauty highlights diversity in first work from McCann | Advertising

is going deep on diversity in its new brand makeover. This week, the cosmetics retailer is unveiling its first push from New York, after tapping the agency late last year to handle its creative account. The Bolingbrook, Ill.-based company will now use the tagline “The Possibilities Are Beautiful,” which replaces 2015’s “All Things , All in One Place.” New video highlights consumers in a variety of ages, ethnicities, sizes and genders. In a video, text reads, “In all the universe, there is nothing more beautiful than possibility.”

“We’re redefining how beauty is portrayed,” says Shelley Haus, senior VP of brand marketing. “We’ve always believed in the power of beauty and the thought that beauty can bring to life possibilities in each person.” She notes that Ulta has been focused in recent years on improving its services and has seen its membership base grow to nearly 30 million and sales have risen. Late last week, Ulta reported a second-quarter sales increase of 15.4 percent to $1.5 billion, compared with the year-earlier period, as net income rose 30 percent to $148.3 million. Haus says that after building a strong sales foundation, the brand is now in a position to push forth its new marketing message.

Last November, the company tapped McCann for creative and MullenLowe’s Mediahub for media following a four-month review. The 28-year-old retailer had worked with Mullen previously on creative.

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