Ulta Beauty Front of Store Overhaul

Brand: Ulta Beauty

Led the development of the Ulta Beauty “Front of Store Overhaul” project - which was a temporary initiative to refresh the front of store entry fixtures, merchandising and marketing in a short term project while larger “store of the future work” was being completed in parallel.

The project objective was to refresh the look/ feel utilizing the existing tables in all stores while exploring various design concepts leveraging new fixture elements to enhance the merchandising and marketing messages.

Multiple versions were explored, and tested in local stores. Ultimately the tower and “cage” versions were selected for the side table and on table to merchandise product. An array of acrylic cubes, trays and dividers were developed after careful study of all product category types to ensure the proper merchandising and displays could be used to market products.

A style guide was also developed containing guidelines with internal development of strategy of the space and asset development - primary uses were for Branding, Brand Promotion, Ulta Beauty “master campaign” (Holiday, 21 Days of Beauty, etc), and Story telling (Black Owned Brands, etc).

Skills utilized during this project: Strategic Marketing Planning, Cross-functional team collaboration and planning, Project Management, Production/ Sourcing, 3D /2D adaptation off creative concept to prototype, logistics to produce, kit / pack and ship direct to door. Unpacking and installation instructions by store visual team.