McCann worked with Ulta Beauty to create the MUSE campaign, launched as the company announced its enhanced commitment to diversity, equity and inclusion.
MUSE showcases Black women and culture, and features women including Lisa Price, Founder of Black beauty brand Carol’s Daughter; Julee Wilson, Beauty Director at Cosmopolitan; and Whitney White, Founder of Melanin Haircare.
The spot’s script includes, “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.”
The campaign will air broadly on programs including “The Today Show,” “Good Morning America,” and “This Is Us,” as well as on digital platforms and on Telemundo in a Spanish version. A social component offering stories from each of the women in the spot will accompany the video on digital channels.
Ulta is spending $20 million on media investments (IPG’s Mediahub is a partner) to connect with Black and LatinX audiences, more than double what it has spent over the course of the last three years. Such investments include placements with BET, Essence and Univision.