Beauty Noire

ONE Digital partnered with Ulta Beauty to create a custom digital campaign to promote Black-owned products available at the beauty retailer. An aspirational and informative campaign, Beauty Noire, gave the audience an intimate glimpse into the world of glam, showcasing the work of high level, accomplished Black beauty professionals.
This custom campaign came to life through day in the life vignettes that profiled Black hair stylist, Michelle O’Connor and make-up artist Mila Thomas at work behind the scenes of professional photo shoots. The beauty professionals shared their personal beauty journeys and the challenges that exist in the Black beauty world. The custom content included expert beauty advice from O’Connor and Thomas, highlighting favorite products available at Ulta Beauty, gave DIY beauty tips and framed Ulta Beauty as the go-to destination for Black beauty products.
The campaign also included the social media extension My Black Beauty Icon, where O’Connor and Thomas shared the Black beauty icon who has influenced them the most.