• by Steve McClellan  @mp_mcclellan, November 16, 2017

Ulta Beauty, the nation’s largest beauty retailer, has selected a pair of Interpublic Group agencies for creative and media duties following a review, the company confirmed Thursday.

McCann has been Ulta’s lead creative agency of record and Mediahub has been selected to lead media planning. 

The company reported total advertising costs last year of $212.7 million last year, according to its 2016 annual report.

That report also stated that the firm is directing a growing percentage of its marketing expense toward email marketing, digital marketing, and national TV and radio advertising. “We believe these channels are highly effective in communicating with existing guests, as well as reaching those who have not yet shopped with us,” the annual report states.

“Our email marketing program has been effective in communicating with our existing online and retail guests in a targeted and relevant way. Our digital marketing strategy includes search engine optimization, paid search, mobile advertising, social media, display advertising, and other digital marketing channels. Digital marketing, coupled with our national TV and radio advertising, has helped us grow brand awareness among those not familiar with Ulta Beauty, which we believe has resulted in new guests and reactivation of guests who have not shopped at Ulta Beauty within the last year.”

Commenting on the review, Shelly Haus, senior vice president of marketing, Ulta Beauty, stated, “We are excited to partner with creative-powerhouses McCann and Mediahub to help us continue to drive our fast-paced and historic trajectory from a beauty retailer to an iconic beauty lifestyle brand.”

According to the company the agency appointments mark the next phase of Ulta Beauty’s brand evolution.  Two years ago, the company embarked on a major brand makeover.  After defining a new brand look and personality, the company re-launched and believes that the updated branding has increased consumer awareness, driven store traffic, and generally has “established a deeper emotional connection” with customers.