Opportunity: The landscape of beauty is changing thanks to the power of social media and the inclusivity that it brings — along with all of the voices redefining beauty standards. ULTA is a champion of using the power of beauty to unlock endless possibilities, and they needed an anthem to celebrate that.

Insight: Beauty is not a monolith — it’s endless and made up of a lot of ‘ands.’

Idea: An anthem that triumphs beauty in every possibility and person and place and instance it exists.