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Ulta Beauty is a chain of beauty stores that offers prestige & mass cosmetics, makeup, skincare, fragrance, and hair care products. I did a little bit of paid search work for Ulta’s 21 Days of Beauty semi-annual sale in 2014, but the majority of my work on Ulta was done in 2015 and 2016.


My Role:

As an Assistant Media Buyer, I determined the strongest stations in local markets given our target, talked with radio station representatives, and negotiated and scheduled radio buys. I scheduled radio remotes for several Ulta Beauty grand openings, and even attended one of the grand openings and took pictures at the event.


All of the Ulta Beauty messaging used the tag “All Things Beauty, All in One Place.” The bright colors and wide selection of beauty brands make Ulta seem like a candy store. This fun, carefree, exploratory tone is shown in the TV spots created by MullenLowe.