Ulta Beauty x Lollapalooza
Using Coachella as the Launchpad for a 360° Summer-Long Festival Destination
The Challenge
As music festivals increasingly influenced beauty, fashion, and creator culture, Ulta had an opportunity to deepen relevance with younger consumers while bridging the gap between festival attendees and audiences experiencing the event from home. The challenge was to create content and experiences that resonated on-site while extending the energy, trends, and cultural moments of the festival across social platforms to engage a broader audience.
The Approach
Secured Ulta Beauty's partnership with Live Nation and led the development of the brand's Lollapalooza strategy from partnership negotiations through on-site execution. Designed the activation as a social-first experience, ensuring every touchpoint created opportunities for creator content, audience participation, and platform-native storytelling. Developed a multi-tiered creator ecosystem featuring beauty, lifestyle, and music influencers who generated content before, during, and after the festival, extending the brand's reach beyond attendees. By integrating experiential marketing, creator partnerships, and real-time social engagement, the program positioned Ulta at the center of festival culture while driving relevance, engagement, and brand affinity across digital and physical audiences.
Services
Partnership Lead Experiential Production Social Integrations Paid Social Amplification Live Nation Creator Identifcation
As music festivals increasingly influenced beauty, fashion, and creator culture, Ulta had an opportunity to deepen relevance with younger consumers while bridging the gap between festival attendees and audiences experiencing the event from home. The challenge was to create content and experiences that resonated on-site while extending the energy, trends, and cultural moments of the festival across social platforms to engage a broader audience.
The Approach
Secured Ulta Beauty's partnership with Live Nation and led the development of the brand's Lollapalooza strategy from partnership negotiations through on-site execution. Designed the activation as a social-first experience, ensuring every touchpoint created opportunities for creator content, audience participation, and platform-native storytelling. Developed a multi-tiered creator ecosystem featuring beauty, lifestyle, and music influencers who generated content before, during, and after the festival, extending the brand's reach beyond attendees. By integrating experiential marketing, creator partnerships, and real-time social engagement, the program positioned Ulta at the center of festival culture while driving relevance, engagement, and brand affinity across digital and physical audiences.
Services
Partnership Lead Experiential Production Social Integrations Paid Social Amplification Live Nation Creator Identifcation
610M+
Impressions
Impressions
$4.2M+
EMV
$4.2M+
EMV
26
Creators
