The idea for Ulta was to create a site that would act as a virtual cosmetic specialist. Users can personalize their experience and get customized information based on their features, complexions and preferences. Both implicit and explicit personalization are available to make the experience customized to each shopper.
The team also created a site launch campaign that featured the idea of beauty and how it evolved over the decades. In-store displays, collateral and a microsite all helped to generate buzz for the new site.