Mother’s Day at Ulta Beauty
Through this work we want to honor the reality of motherhood and how that means something so different to so many people - whether it reflects the woman who raised us, mom-like figures who inspire us, the woman who helps us be the best moms we can be or simply taking a moment to reflect on our journeys of motherhood while being mindful that this time of the year can be triggering and painful.
The overall goal is to help all types of moms feel seen and encourage moms to reward themselves for all they do 24/7/365, while also driving guests to consider who mom is to them and help guide them them to the perfect gift that makes her feel special, pampered and loved.
This campaign strategy was inspired by the song I am Woman by Emmy Meli and the TikTok trend the audio ignited. I highly encourage you to click play while viewing the work :)
360 Campaign Breif
WHAT WE KNOW
Shopping for Moms can be hard and sometimes overwhelming. Gift-giving should be easy and joyful‚ with options for every kind of mom.
Understanding that relationships with moms can be complex and unique and look different for everyone.
We carry the most wanted, hottest Mother's Day gifts and add value by offering free gifts with purchases.
WHAT WE PURPOSE
Cast real multi-generational families who are willing to be vulnerable and show all sides of Motherhood while featuring mixed-race, LGBTQ+ and blended/bonus parent families.
Personalize targeted emails to strengthen customer connection while being mindful of who we send Mother’s Day content to.
Lead with organic content to spark connections with the different types of moms while supporting the guest shopping for moms.
