ULTA BEAUTY
From content to retail consultancy
When we began working with Ulta Beauty, we were using audience and editorial data to create their content strategy. Over two years, our partnership quickly grew into a business consultancy for one of the fastest growing Fortune 500 companies.
A WINNING STRATEGY:
U BEAUTY
In 2017, using a larger consumer insight around the quest personalization in beauty retail, combined the client’s wish to bubble up & showcase products & services in-store at Ulta, we created a unique positioning for both the customer and employees, called “U Beauty”.
The manifesto below brings together the progression in the beauty world with the path forward for Ulta Beauty.
U Beauty was so beloved by the client that it was almost made consumer facing—however, Ulta Beauty had already created their ad work for the year.
The story of beauty has changed, and we are changing with it.
This is beauty stands for each one of us
and all the beauty we love.
No exclusions, or exceptions.
We represent beauty lovers now.
The individuals who crave inspiration
The curious who seek service with a personal touch
The playful & the passionate embracing tomorrow’s trends
We celebrate the entire U-niverse of beauty
Where everyone can see themselves reflected right back
Fresh. Fun. Real. And always U.
EDITORIAL INSIGHTS AT RETAIL
Our work with Ulta Beauty included extending our editorial content in store to help inform the customer journey in product selection. This resulted in endcaps, videos and other point of sale collateral.
BEAUTY BY POPSUGAR
Smart meets beauty
The success of the partnership led to a partnership with Ulta Beauty as the exclusive retailer for PopSugar’s first ever beauty line. I created the tagline “Smart meets beauty” to embody the research and quality that went into creating the products, which was used in store and for e-comm.
