With all things beauty, all in one place … Ulta Beauty is nothing short of a labyrinth of discovery. A playground of possibilities. A brand that had never advertised DTC.
This was a song that I wrote that led to a playful music video with beauty taking center stage. The “That’s The Way We Play” brand campaign came to the screen, print, social platform, and even experiential events like Refinery29’s 29Rooms.
Ulta Beauty’s net sales grew +$928M with +$79M driven by marketing. Unaided brand awareness hit an all-time high, surpassing Amazon and Macy’s, and closing the gap with Sephora and Target. It became a campaign and partnership that was not only gorgeous but had serious swaying power.
