The Beauty Of…

Client

Ulta Beauty

Craft's Role

Full production

Industry

Beauty

Location

Agency / Partner

McCann NY

Find out how Craft helped Ulta Beauty widen the beauty lens

What we did

We produced a visual podcast series called ‘The Beauty Of…’ as part of Ulta Beauty’s 2022 campaign. Hosted by celebrity hairstylist David Lopez, the series sparks conversations that widens the perspective of beauty with frank, engaging, one-on-one conversations exploring diversity, inclusion, physical and mental wellbeing, and more. The overall aim of the campaign was to increase brand loyalty for existing consumers, engage new beauty fans and become a driving force in changing the conversation around beauty.

How we did it

This was an entirely new format for McCann, so the Craft Studios team tapped into our backgrounds and expertise in long-form TV and media production to help develop the concept and the content. Instead of using a traditional director we brought on, a Peabody Award-winning journalist to serve as showrunner and help shape the series, working closely with the host. We also helped solve publishing challenges, by creating a host site on Buzzsprout to distribute the podcast series on all major platforms and publishing the visual episodes on YouTube. We organically garnered over 4 million listens and views, nearly 2,500 comments, and countless tweets and articles. Through word of mouth, we ignited meaningful conversations that shined shone a light on important themes that intersect beauty. ‘The Beauty Of…’ is now in its third season.

As a direct result of the campaign, Ulta Beauty has expanded their audience with new supporters and lifelong fans who declared that, after the ethos we showed, they would only shop at Ulta Beauty for their products.

Behind the scenes, the image captures beauty expert David Lopez chatting with a stylishly dressed black lady on set. Her hair is up and she wears a black dress. Dylan wears an open graphic shirt, grey chinos, and white trainers.

More than skin deep

Our vision for The Beauty Of… series was to examine culturally topical themes like gender, body image, social justice, parenting, relationships, and even gaming, through our ever-widening beauty lens.

A weekly visual podcast was the perfect way to engage with the people who are challenging beauty standards, expanding the definition of beauty, and helping to move beauty forward so it can be a force for good for all.

Each week, the audience got to hear personal stories and perspectives of a new subject that sparks interesting conversation, laughter, and newfound knowledge.

It highlighted what an important role beauty can play in our lives and how our passion for beauty is ingrained in culture and conversation.

We sat down with Ashley Graham to talk about the honor and burdens that come with being at the forefront of the changing world of beauty

Ulta Beauty has expanded their audience with new supporters and lifelong fans who declared that, after the ethos we showed, they would only shop at Ulta Beauty for their products.

Beauty expert David Lopez poses for a picture with two striking black women. One woman is wearing a pink suit and has short pink hair, while the other has a bald head and large hoop earrings, dressed in a black outfit. David is seen in a purple suit, looking stylish and confident.

The Beauty Of…

We sat down with Ashley Graham to talk about the honor and burdens that come with being at the forefront of the changing world of beauty

Related Work

Purina, Nestlé

IKEA

Love & Nudes