Makeover Ahead for Ulta Beauty With New Agencies
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The beauty landscape may be more competitive than everearlier this week, Spotify raised a few carefully plucked eyebrows when it began selling lipstickbut there’s also massive opportunity for beauty retailers to personalize their products and offer virtual help with cosmetics. That’s what Bolingbrook, Illinois-based cosmetics seller Ulta Beauty is going after by revamping its marketing with new agency relationships in a bid to attract more loyalists.
After issuing requests for propoals for both its creative and media accounts in July, Ulta has chosen McCann New York to handle creative and MullenLowe’s Mediahub for media duties. The brand formerly worked with MullenLowe on creative and Mediahub on media, but the latter’s new relationship will include a revised strategy and team.
“They’re creative powerhousesthey understand brand-building from a true emotional level and they both have digital and social at their hearts,” says Shelley Haus, who joined Ulta as senior VP of brand marketing three years ago. “We want to complete this transformation to make sure we are reaching our beauty enthusiasts in ways that connect with them like no one else.”
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