Objective
Foster a meaningful relationship with Gen Z Beauty Enthusiasts while sustaining Ulta’s position as the #1 beauty retailer in the U.S.
Insight
Gen Z doesn’t seek to fit in — they seek to stand out. To them, beauty is about self-expression, not trends. They value authenticity, individuality, and self-love, and connect deeply with brands that go beyond beauty to genuinely care about what they care about.
The Ultimate Beauty Box: A monthly limited-edition drop, each supporting a different cause and encouraging conscious consumption.
Beyond Beauty Bazaar: An unconventional convention for Beauty Enthusiasts — a space for innovation, conversation, and redefining beauty’s purpose.
Who Will UB?
Who Will UB? is a Gen Z–driven campaign that invites self-discovery and individuality through the question, “Who will you be?” By turning “UB” into both Ulta Beauty and You Be, the campaign symbolizes freedom, authenticity, and the beauty of becoming — positioning Ulta as a true champion of self-expression and care.