STRATEGY | PRODUCT DEVELOPMENT | CREATIVE DIRECTION
For my Senior Thesis, I was inspired to create a more inclusive line of products and advertising for Ulta, to account for the growing and enthusiastic consumer base of Color in the Cosmetics industry. After conducting industry research to identify this consumer segment, I took a deep dive into industry advertising practices and standards, only to discover that they do not represent this group en masse.
While major players like Lancome have made strides other, more affordable, brands - like the ULTA Beauty Collection - have done little beyond featuring and catering to antiquated, "standard" shades of beauty. To remedy this, and to match industry packaging expectations, I proposed modern, streamlined visual branding decisions, fresh content creation, and events, paired with with witty and inclusive messaging throughout. With the addition of in store testing models, PR events and packages, and influencer partnerships we would bring our extension to market through those who have the greatest influence in the industry.
The relaunch would be spearheaded by the #GoNude, inspiring consumers and fans alike to Go Nude and celebrate their skin with Ulta Beauty, instead of covering it. As BB cream possesses a lighter formulation than traditional foundations, it is on consumer trend for naturally glowing skin, and makeup that makes you look like you have it.
New see through packaging, that will carry across the line, will allow consumers to gain a better understanding of the colors they are choosing without having to physically squeeze out the product. This has proven to be of importance to Women of Color in Particular, who often must buy multiple products because they cannot see into the package to match their tone correctly. Each PR package and advertisement will be catered to the nude shades represented by the influencer and models present. For example, the bathing suit and towel within the PR packages will feature the nude of the receiver, to emphasize our #GoNude initiative.