Ulta Beauty selects Mullen as new agency-of-record

BOLLINGBROOK, Ill. — Ulta Beauty has selected Mullen, an Interpublic Group owned agency, as its new advertising agency-of-record.

According to Ulta, Mullen prevailed based on strategic and creative thinking, as well as deep retail, beauty product and marketing-to-women expertise. The agency formed a multi-office team with personnel from its Boston headquarters and MullenNC presenting to the Ulta team.

Mullen will begin working with the beauty retailer immediately, developing creative and media content for implementation in key markets later this year.

“Ulta is focused on continuing to build a leadership brand in beauty, and Mullen’s combination of outstanding brand strategy and breakthrough creative will help us accelerate our efforts,” stated Dave Kimbell, CMO and SVP at Ulta.

Mullen has been active in the beauty products category in the past with its work on Unilever’s TreSemmé brand of hair care products. The agency has also worked with numerous national retailers, including Barnes & Noble, T.J. Maxx and Zappos. In addition, Mullen operates Frank About Women, a marketing-to-women consultancy.

The win represents continued growth at Mullen, on the heels of gaining the Indeed.com business late in 2013 and the truTV brand earlier this year.

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