ULTA Launches a First-of-its-Kind Advertising Campaign Featuring Makeup-Free Models

CHICAGO, Feb. 5 /PRNewswire/ -- ULTA, the largest one-stop beauty retailer in the United States, is proud to launch a first-of-its-kind new national advertising campaign featuring a "before" and "after" image of a model, without and with makeup.  

Inspired by ULTA's mantra of approachability, and commitment to attainable beauty, ULTA is offering consumers step-by-step 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 the first week of February 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 five dollars off any purchase of ten dollars or more, redeemable both in store and online at ULTA.com.

The consummate beauty superstore, ULTA brings together an unparalleled selection of brand-name cosmetics, fragrances, skin and hair care products under one roof from both prestige and mass channels.  

ULTA is the largest beauty retailer that provides one-stop shopping for prestige, mass and salon products and services in the United States. ULTA offers affordable indulgence to its customers by combining the product breadth, value and convenience of a beauty superstore with the distinctive environment and experience of a specialty retailer. ULTA offers a unique combination of over 21,000 prestige and mass beauty products across the categories of cosmetics, fragrance, hair care, skincare, bath and body products and salon styling tools, as well as a full-service salon in all stores. Headquartered in Bolingbrook, IL, ULTA opened its doors in 1990, currently operates 333 stores across 38 states and also distributes products through its website: www.ulta.com.

SOURCE ULTA