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Ulta Beauty pledges millions in diversity support

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Ulta Beauty is committing $25 million this year in support, training initiatives and marketing promotions to Black-owned brands, Black guests and associates and other underrepresented voices. The Bolingbrook, Illinois-based retailer outlined its plans today with the promotion of a new campaign that showcases Black women.

Created with McCann, the 60-second commercial serves as an “ode to Black women and culture,” says Shelley Haus, Ulta’s chief marketing officer. “Obviously 2020 shined a very bright light on diversity and inclusion in the country and we have really accelerated our efforts in the space.”

 The commercial features the likes of Lisa Price, founder of Black beauty brand Carol’s Daughter; Julee Wilson, beauty director at Cosmopolitan; and Whitney White, founder of Melanin Haircare. “Here’s to the muses. Our mothers always knew we’d be the ones to make magic. All that glitters, well, isn’t always told we are all shades of gold, black and beautiful,” says Jasmine Mans, an author and poet, in a voiceover. “We define beauty with legacies and melodies in our melanin. See it in the conviction of our curls.”

The spot closes with text that reads, “Ulta Beauty salutes you, your beauty & all you make possible.” Ulta also worked with MediaHub and Rise Interactive.

“The insight was really about the idea that Black women have had such an amazing influence on beauty and on our culture, yet that’s not brought to the forefront and celebrated as much as it could be,” says Haus.

This content was originally published here.

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