ULTA Beauty operates 675 retail stores across 46 states and also distributes its products through its website. Yet the company recently decided to spruce things up a bit with an agency review.
CEO Mary Dillon, who has been at the helm for just over a year, exceeded investors’ expectations before deciding to trade Dallas-based Richards Group for Boston’s Mullen this week.
“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,” said Ulta chief marketing officer Dave Kimbell said in a statement.
ULTA spent $17.7 million in measured media in 2013, up from $13.5 million in 2012. The review was managed by Mercer Island Group.
Here’s the most recent campaign Richards created for ULTA, titled “Trading Faces.”