• by Larissa Faw , September 5, 2018

Ulta Beauty's new "The Possibilities Are Beautiful" serves as the next chapter in the retailer’s effort to redefine what is considered attractive while simultaneously raising brand awareness.

The creative, developed with McCann New York, features people from a spectrum of age groups, ethnicities, body types and gender identities, derived from what the agency calls "casting with meaning."

A TV ad, to that end, features a rotating lineup of people in various situations intermixed with empowering messages, all set the Alessia Cara's "Scars To Your Beautiful" song.

“Over the last few years we’ve been on a journey to establish our brand’s ‘All Things Beauty, All in One Place’ proposition,” said Shelley Haus, Ulta Beauty’s senior vice president, brand marketing, explaining how this message celebrates "our belief that beauty should be limitless.”

The campaign — running through December — appears across TV, digital, and social media.