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ULTA “Beauty LOLs” at BlogHer

Experiential Marketing & Influencer Program

Situation:

ULTA needed a big stage to launch “Beauty LOLs,” a campaign designed to ease the pressure women feel to be constantly “beautiful.” We turned up (then turned down) the pressure at BlogHer, the world’s biggest women’s blogger event. Video booths invited attendees to confess their beauty blunders and share them with followers. Combined with a celebrity partnership, fashion-show integration, and sponsored posts, our efforts scored us a Gold W3 Award, which recognizes the most powerful examples of web creativity.