Ulta Beauty Seasonal Campaigns
Before I was hired for Ulta Beauty’s in-house creative team, I created poppy seasonal campaigns that could capture millennial attention from the agency side. Our work encouraged audiences to lose themselves in the wonderful world of Ulta Beauty, supported by inspiring visuals and cheeky copy with just a touch of sass.
TikTok
And a few years later - in between hoarding toilet paper and avoiding human contact - I helped launch Ulta's TikTok page during the pandemic and gained a ridiculous number of followers. I only had to sacrifice a little sanity and some precious hours rewatching Tiger King to make it happen. Small victories. But back on Instagram, the assignment was even weirder: keep a massive beauty giant relevant when physical retail had vanished, makeup testers were biohazards, and everyone was wearing sweatpants for the third week straight. Glam was out. Disinfecting your groceries was in. I spearheaded the creative pivot of Ulta’s Instagram strategy away from traditional "going out" grids toward a high-engagement Wellness & Entertainment framework. Basically, we stopped telling people how to look hot for a party that wasn’t happening, and started teaching them how to survive quarantine with home-spa rituals and digital self-care.Responsibilities:
COPYWRITING (SOCIAL, WEB, PRINT, RADIO, UX) // SOCIAL CONCEPTING, INITIAL STORYBOARDING (VIDEO), COPYWRITING/CASTING/DIRECTING (RADIO)
Agency: MullenLowe U.S. & Ulta Beauty Internal
Team: Christy Blain (GCD), Domenique Osborne (ACD, COPY), Lindsey Montague (ACD, ART), Kristen Meloche (ACD, ART), Sophia Rembalsky (DESIGN)