Mama Ulta Beauty
Beauty retailer Ulta Beauty introduced today its first ever Latinx dual partner collaboration with lifestyle brand POPSUGAR and Latino digital publisher mitú, celebrating two deserving mothers this holiday season in a program that highlights the culture, values and impact of Hispanic women everywhere. The first documentary-style video went live today, supported with additional content on mitú’s Instagram accounts: “FIERCE” and “We are mitú,” as well as behind-the-scenes photos along with editorial stories that are featured on POPSUGAR.com and social channels. . Ulta Beauty’s holiday campaign of Give, Gather and Glow focuses on the fact that no matter how we celebrate the holiday season, the joy of giving to others, gathering with loved ones and looking and feeling our best is something we all share. The creative premise of the program was developed by mitu’s cultural insight that Latina moms are the most selfless and deserving figures in our lives. It revolves around the stories of two strong Latina moms who show us every day that their optimism and courage can unlock beautiful possibilities. Their stories of struggle and fortitude in this country are documented and amplified through POPSUGAR’s national platform to expand the program across language and cultures. The stories featured were selected from over 400 submissions to mitu’s social casting call asking the audience to nominate their hard-working moms for a special day. The women featured, Marissa Alemán and Soledad Rocha Gutiérrez, two Hispanic mothers who have devoted their lives to helping the greater good by serving others with gratitude, love and joy, were nominated by their daughters. “This holiday season, we are so happy to share the incredible stories of two moms who are remarkably selfless, resilient, and dedicated” said Shelley Haus, senior vice president of brand marketing at Ulta Beauty. “They have given so much and are such an inspiration for their communities. Ulta Beauty is honored to give these amazing women a day of beauty and help them celebrate with the ones they love most.” “POPSUGAR is proud to join forces with Ulta Beauty and mitú to celebrate these courageous and powerful women, whose optimism and sense of purpose in confronting challenges should inspire us all and we can’t think of a better way to kick off the holiday season” said President and Founder Lisa Sugar. “mitú is so proud to shine a light on our community and celebrate the beauty of selfless love, resilience, and family bonds. We’re honored to have been entrusted with sharing the stories of these amazing women. In sharing their stories, we want Latinas everywhere, especially mothers, to know that we see their selflessness, we recognize their sacrifices, and we celebrate their optimism and true beauty,” said Vanessa Vigil, VP of Brand Strategy.
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