Black-Owned Beauty at Ulta
Ulta Beauty approached our team to highlight their commitment to the 15 Percent Pledge – where at least 15% of their shelf space is dedicated to Black owned or founded brands. We visualized editorial content exclusively centered around these brands. Our team produced a custom shoot of three summer beauty looks, on models, to live on the Bustle site and social. In order to tell this story authentically, we brought on a diverse crew of Black creatives.
● Art Direction
The art direction was beauty-forward, driving awareness to the Black-owned beauty brands that Ulta Beauty uplifts – and which we used to create the makeup looks for three models.
We leaned into summer with bright and colorful styling and set design. And to balance out the bright colored backdrops and outfits, we photos captured outside on the streets of Brooklyn.
● Social Media
To extend the story into Instagram, we devised a snackable version of the article for IG Stories. We gave Bustle’s followers the exact makeup tools to get the looks from the article – and drove CTR to Ulta’s site.
ULTA BEAUTY + BUSTLE
- CREDITS
PHOTOGRAPHY: CHRISTIAN CODY
ART DIRECTION: ALEXIS APOLLONIO, ANGE POCCIA
DESIGN: ALEXIS APOLLONIO
STYLING: JOIEE THORPE
HAIR: NIGELLA MILLER MAKEUP: JONET WILLIAMSON
PRODUCTION: DANICA BUTKOVICH
BRANDED BEAUTY DIRECTION: SHYEMA AZAM
NEW YORK, NY
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