Ulta Beauty – “BeaUty is Unlimited” Campaign
Copywriter | McCann Internship
As part of a cross-disciplinary team at McCann, I helped craft an integrated marketing campaign for Ulta Beauty aimed at deepening brand love among Gen Z. Rooted in the insight that Gen Z embraces fluid, ever-evolving identities, our campaign — “BeaUty is Unlimited” — celebrated beauty as a form of self-expression across all phases of life.
I developed concept-driven copy for a range of deliverables including the campaign's anthem video, public transit OOH, digital quiz experiences, and social activations like TikTok filters. From scripting voiceovers that mirrored Gen Z’s bold individuality to writing headlines that resonated across platforms, my work helped position Ulta as a brand that empowers every version of you — no matter the era you're in.
“Gen Z desires a new kind of beauty, one that is more authentic, inclusive, personalized, purposeful, affordable, and experiential, and brands have to work harder to meet these expectations.”
