Ulta Beauty x Coachella
Using Coachella as the Launchpad for a 360° Summer-Long Festival Destination
The Challenge
Coachella has become one of the most influential intersections of music, fashion, beauty, creators, and internet culture. Ulta Beauty needed a fully integrated approach that connected on-site experiences, social content, creator partnerships, and editorial storytelling to maximize its presence during one of the year's biggest cultural moments. The challenge was ensuring Ulta Beauty showed up consistently across every touchpoint while creating meaningful opportunities for engagement at the start, and throughout all of festival season.
The Approach
Secured Ulta Beauty's partnership with NYLON House and led the development of the activation strategy from concept through execution. Created an Ulta-exclusive festival beauty hub that remained live throughout the summer, extending the brand's relevance beyond Coachella weekend. Developed an integrated creator ecosystem that brought together Ulta creators alongside leading music and lifestyle influencers, positioning Ulta at the center of festival culture. Combined on-site experiences, creator content, editorial coverage, and platform-specific social storytelling to create a cohesive 360 program that amplified the brand across channels and audiences.
Services
Partnership Negotiations Experiential Production Creator & Guest Identification Social Content Production Paid Social Amplifcation
Coachella has become one of the most influential intersections of music, fashion, beauty, creators, and internet culture. Ulta Beauty needed a fully integrated approach that connected on-site experiences, social content, creator partnerships, and editorial storytelling to maximize its presence during one of the year's biggest cultural moments. The challenge was ensuring Ulta Beauty showed up consistently across every touchpoint while creating meaningful opportunities for engagement at the start, and throughout all of festival season.
The Approach
Secured Ulta Beauty's partnership with NYLON House and led the development of the activation strategy from concept through execution. Created an Ulta-exclusive festival beauty hub that remained live throughout the summer, extending the brand's relevance beyond Coachella weekend. Developed an integrated creator ecosystem that brought together Ulta creators alongside leading music and lifestyle influencers, positioning Ulta at the center of festival culture. Combined on-site experiences, creator content, editorial coverage, and platform-specific social storytelling to create a cohesive 360 program that amplified the brand across channels and audiences.
Services
Partnership Negotiations Experiential Production Creator & Guest Identification Social Content Production Paid Social Amplifcation
43M+
Total Impression
Total Impression
4,000+
Earned Social Posts
4,000+
Earned Social Posts
$4.85M+
EMV
3,800+
Creators
