BEAUTY CARE

Ulta Beauty announces shifts within creative and media departments

BY Gisselle Gaitan

Changes are coming to Ulta Beauty. The retailer who has over 1,000 stores located across the country has just announced new plans to work with McCann as lead creative agency of record, and Mediahub to lead all media planning.

“We are excited to partner with creative-powerhouses McCann and Mediahub to help us continue to drive our fast-paced and historic trajectory from a beauty retailer to an iconic beauty lifestyle brand,” Shelley Haus, Senior Vice President of Marketing, Ulta Beauty. “We know we have the right agency partners in place to help Ulta Beauty take our brand to the next level.”

This is the second major shift the Illinois-based company has undergone. Two years ago the company embarked on a brand new look and personality to increase customer awareness, drive in store traffic, loyalty and a deeper connection with guests. Ulta was able to achieve these goals with a relaunch of the brand both internally and externally.

“It’s our view that Ulta Beauty is a brand that has a huge role to play in culture today,” Devika Bulchandani, president, McCann NY said. “We’re thrilled to partner with Ulta Beauty because we believe in their purpose as a company and their creativity as a marketer.”

Together the companies will take a new approach the engage customers with relevant and timely content while launching new creative and media integrations throughout the second half of 2018.

“Ulta Beauty is taking a fresh look at how it uses media to engage with and inspire its guests,” John Moore, Global President of Mediahub said. “As their media agency, Mediahub will help Ulta Beauty select media properties that can deliver awareness, affinity and emotional value across all platforms. Ulta Beauty will create compelling media content that consumers will seek out and share. And they will explore the leading edge of media technology in a quest to become the next great, modern American brand.”

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Maye Musk announced as face of COVERGIRL + Olay Simply Ageless Collection

BY Gisselle Gaitan

CoverGirl has tapped 69-year old mode and dietitian, Maye Musk to front the brand’s COVERGIRL + Olay Simply Ageless Collection. The company relaunched the products back in Jan. 2016, which feature the COVERGIRL + Olay Simply Ageless Anti-Aging Foundation Primer, 3-in-1 Liquid Foundation and the Simply Ageless Instant Wrinkle Defying Foundation.

Musk believes her passion for beauty and self-representation is what she says has, “kept me working in this industry for so long…It’s a big part of my role as a dietitian, too – helping people feel happy, healthy and confident exactly as they are. With wearing makeup a part of my job as a model, one might think I’d get tired of it, but I absolutely love it.”

The beauty brand also released its first commercial featuring Musk. In the 15-second clip, the model can be seen and heard embracing CoverGirl’s message of timeless beauty by stating, “They say at a certain age, you just stop caring. I wonder what age that is.”

The COVERGIRL + Olay Simply Ageless Anti-Aging Foundation Primer is currently available for the suggested retail prices of $13.99-$15.99. Coming in 12 shades, the COVERGIRL + Olay Simply Ageless 3-in-1 Liquid Foundation and the COVERGIRL + Olay’s Simply Ageless Instant Wrinkle Defying Foundation can be purchased for the suggested retail prices of $13.99-$15.99. The COVERGIRL + Olay The DePuffer comes in 6 shades and can be purchased for the suggested retail prices of $10.99-$13.99. All items can be found in mass-market, drugstore, food and e-commerce retailers nationwide

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L’Oréal Paris names inaugural hair colors of the year

BY Gisselle Gaitan

L'Oréal Paris is looking to 2018 and beyond by revealing the brand’s first ever Hair Colors of the Year. The New York-based company has named Rose Blonde and Smokey Grays as the inaugural shades, and in addition will launch two new products to help consumers achieve these looks from the very comfort of their homes.  

"This year, I visited numerous countries studying people from many different cultures, visiting exhibits and art fairs, going backstage at fashion shows and meeting with the top master colorists all around the globe," Orrea Light, vice president of L'Oréal Global marketing beauty innovation and acceleration, said. "Through this process, rose gold and 90's-inspired grunge consistently emerged as the top trends. We challenged our color labs with creating hair color shades that would allow people a premium, yet accessible, and fashion-forward way of expressing these trends and are thrilled to now introduce them."

The new L'Oréal Paris Superior Preference Rose Blonde was created with warm, rose gold tones for a multi-dimensional, rosy look according to the company. The Feria Glam Grunge collection will instead combine smokey undertones in four jewel-tones shades titled Dusty Mauve, Downtown Denim, Vintage Teal and Purple Smoke. 

"Both rose gold and grunge-inspired hair color shades have taken over as digital sensations, editorial obsessions and are now trending in professional," Daniel Moon, L'Oréal Paris hair color consulting colorist and owner of LA-based HAIR salon, said. "What I love about the new Superior Preference Rose Blonde and Feria Glam Grunge collections are that people are now empowered to recreate the trends themselves at-home."

In addition, the L'Oréal Paris 2018 Hair Colors of the Year program will be brought to life in advertising, tutorials and educational content on the company’s website. 

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