Ulta Beauty is one of the biggest makeup retailers in the US. I worked with the McCann team to build a comprehensive social and influencer strategy for Ulta Beauty, whose business we pitched and ultimately won. 

The brief: Ulta Beauty has grown a makeup retail empire, but the brand was lacking a modern voice and aesthetic on social. The McCann team was tasked with developing a 360 social media strategy that both gives Ulta a strong brand voice and supports the many brands that Ulta has in stock and promotes on a daily basis.  

The work: Following the McCann 5C's process, I researched the company, culture, consumer, connections, and category that Ulta Beauty's business lives in. Through social listening, competitive research, and a deep knowledge of beauty culture, I helped the team develop a strategy to transform a basic brand into one with a modern platform and cult following. Please contact me directly to review this work.

After we won the business, we were tasked with rapid turnaround strategies for supporting new product launches on social every week. Below is an example deck with social content concepts and strategy for the PopSugar x Ulta Beauty launch.