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.
BBB (Beyond Beauty Bazaar)
An unconventional convention for Beauty Enthusiasts — a space for innovation, conversation, and redefining beauty’s purpose.
Beauty & Brains College Scholarship
Digital approach designed to demonstrate Ulta Beauty’s commitment to uplifting young talent and inspiring future possibilities.
Design: Jenny Kim
Copywriting: Shaterra Robinson
Strategy: Jacob Lam
Business Leadership: Chadd Pouge
Production: Katherine Gehring