For the beauty-obsessed, Target’s decision to incorporate mini-Ulta Beauty shops into many of its locations was a win-win. But to be successful, this new hybrid retail experience had to live up to the best of both brands, while remaining rooted in what beauty fanatics really wanted from it.


We worked closely with Target to imagine what the Ulta Beauty at Target experience could look and feel like. After a deep dive into beauty culture, we dissected the beauty discovery journey, gathering invaluable—and extremely candid—insights from consumers along the way. We then created an experience strategy that has informed marketing, design and store experience, acting as a blueprint for both retailers as they continue to define the experience. 



Read our latest case study to learn about our Target partnership and how we worked with them to elevate prestige beauty that transcends brand.