Ulta Beauty is more than a chain that sells beauty products. It's a playground brimming with delight and surprise, a shopping experience that will make you feel like a kid in a candy store.
Or rather, that's the message of Ulta's first national brand campaign from Mullen Lowe.
Tagged "All Things Beauty," the initiative features digital units and spots directed in a whimsical, surrealistic style by filmmaker and photographer David LaChapelle. In a pair of 15-second ads, products sold at the store serve as colorful props, standing in for tasty treats in a confectionary shop in one ad, and as the rippling waves of an ornate pool in another.
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