02.05.10
No longer do women have to feel intimidated by beautiful models, already adorned with makeup, in cosmetics ads. Now they can take things, step by step, along with the models, thanks to ULTA’s new national advertising campaign, which features a before and after image of a model, without and with makeup.
Inspired by its commitment to approachability and attainable beauty, ULTA is offering consumers instructions on how to get the look through a series of how-to videos on ULTA.com. The new campaign will serve to enhance ULTA's approachability in the hearts and minds of consumers by offering them a complimentary tutorial not with only one brand, but multiple brands in prestige to mass.
"By featuring our model au naturel ULTA had the opportunity to demonstrate simple steps to achieve the most updated looks. Our intention with this advertising campaign is to continue to identify fresh, new and exciting ways to educate and entertain women," said Lyn Kirby, president and CEO, ULTA.
Beginning this week, the advertisement will appear in the March issues of Vanity Fair, InStyle and Allure. ULTA will continue to roll out new looks in the April and May issues of various national long-lead publications. Each new look will be paired with a corresponding how-to video on ULTA.com. All how-to videos will also be featured on ULTA's Facebook page (http://www.facebook.com/ULTA?v=app_7146470109).
The advertisements will also feature a coupon offering $5 off any purchase of $10 or more, redeemable both in store and online at ULTA.com.
Inspired by its commitment to approachability and attainable beauty, ULTA is offering consumers instructions on how to get the look through a series of how-to videos on ULTA.com. The new campaign will serve to enhance ULTA's approachability in the hearts and minds of consumers by offering them a complimentary tutorial not with only one brand, but multiple brands in prestige to mass.
"By featuring our model au naturel ULTA had the opportunity to demonstrate simple steps to achieve the most updated looks. Our intention with this advertising campaign is to continue to identify fresh, new and exciting ways to educate and entertain women," said Lyn Kirby, president and CEO, ULTA.
Beginning this week, the advertisement will appear in the March issues of Vanity Fair, InStyle and Allure. ULTA will continue to roll out new looks in the April and May issues of various national long-lead publications. Each new look will be paired with a corresponding how-to video on ULTA.com. All how-to videos will also be featured on ULTA's Facebook page (http://www.facebook.com/ULTA?v=app_7146470109).
The advertisements will also feature a coupon offering $5 off any purchase of $10 or more, redeemable both in store and online at ULTA.com.
