ULTA JOY COUNCIL
WHAT WE DID
America is experiencing a joy deficit. While 94% of people say joy is essential to their wellbeing, more than half don’t feel it daily. And when most people think about the beauty industry, joy isn’t the first word that comes to mind. Too often, beauty is linked to unrealistic standards, leading to feelings of inadequacy or low self-esteem.
That’s why Ulta Beauty launched The Joy Project—a long-term commitment to redefining beauty as something you feel, not just how you look.
ONA joined as a creative partner to help expand the movement, shifting the focus from the inner critic to the inner circle—the friends, mentors, and chosen family who bring us joy every day. Together, we introduced the Joy Council, a collective of world-renowned experts in mindfulness, wellness, and emotional wellbeing, united by one goal: to make joy a daily practice.
Creative Concepting
Photo & Video Production
Post Production
Organic Social & Paid Media
Web Design
Joy Campaign Launch:
Views
21 days Meditation:
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Creative concepting
Joy isn’t a destination. It’s an action. So, we developed “enJOY the process” to help our audience find joy by showing them new ways to experience joy in action.
Rather than talking at our audience, we invited them in. This wasn’t about defining joy—it was about demonstrating it. Every piece of content leaned into what each Joy Council member is known for, offering real-life, personal ways to shift out of the inner critic and into joyful connection.
Joy Guide
Celebrated Olympic gold medalist and mental health advocate, helping you develop a joyful, winning attitude.
Chief Joy Officer
Pioneer in the world of mental, physical and spiritual well-being, bringing his expertise on mindfulness.
Joy Guide
A multifaceted fitness & wellness expert celebrated for her vibrant energy. Ally played a key role in launching our Joy Forward movement.
Joy Guide
Relationship coach, podcast host and author, Jillian shared practices for building resilience and nurturing joy through connection.
PHOTO & VIDEO PRODUCTION
In order to make joy accessible for our busy consumer, our campaign introduced the Joy Council with a content hub focused on introducing easy ways to get more joy in your daily routine.
With some strategic pre-production, our team shot 15 unique hero videos across 2 locations in 4 days. Not to mention social cutdowns, GIFS, and BTS content.
ORGANIC & PAID SOCIAL
To drive momentum and traffic to the site, we created a sizzle reel of hook-worthy moments with our Council, used their individual moments as additional paid content, and made a campaign video to celebrate the launch of enJOY the process across web and social.
We introduced the Joy Council with candid portraits and short videos of them announcing their Joy Council roles and the goal of the Hub, inviting their audience to join in. This was followed by motion graphics challenging Ulta’s social community to take a moment to find joy through various means:
We kept the excitement going with campaign extensions like shareable quotes, gifs, reaction content and social challenges to inspire our community to enJOY the process of their own routines.
WEBsite
For the Joy Hub on Ulta.com, we developed the landing environment, about section, council member bios and content modules for all video content. This combined copy, design, photo and video for an intentional consumer journey that was easy to navigate and made joy accessible with just a click.
