ULTA is the only retailer that puts all things beauty, from mass to prestige, across every category, under one roof. Awareness and understanding of ULTA’s unique offering, however, was low. To learn how to communicate what made ULTA so special, we asked ULTA devotees. Customers likened ULTA to a beauty wonderland. When shopping there, these women forgot all about carpools and spreadsheets and to-do lists – they became completely carefree and would literally lose themselves in this beauty playground. So, for ULTA’s first advertising campaign in the company’s 25-year history, we partnered with a surrealist photographer and director to bring that feeling to life in TV, print and digital. The campaign’s feminine yet disruptive nature proved to break through the beauty clutter.