ULTA Beauty Splashes on Some Mullen

By Shawn Paul Wood Comment


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.”