This project encompasses the execution of Ulta Beauty’s flagship promotional event, the 21 Days of Beauty Sale. Crafted to generate excitement and urgency around weekly, daily, and bonus beauty steals under the rallying theme “Get deals, not FOMO”, the campaign featured a series of OLVs across three key markets, complemented by organic and paid social content designed to amplify reach and engagement. Bringing the creative to life, the visual world leaned on bold color palettes and playful Easter eggs, such as the beloved Beauty Baddie mug, to create a distinctive and recognizable world. Central to the storytelling were three main characters including a gen-z live streamer, a coffee-run regular, and a car-turning-around shopper. Each embodies a different shopper persona that extends seamlessly into platform-specific content for social. This holistic approach not only drove awareness and participation in the 21 Days of Beauty Sale but also reinforced Ulta Beauty’s position as the go-to destination for can’t-miss deals.
