MORE THAN A PORTFOLIO
ETTI SUSTERMAN
MORE THAN A
PORTFOLIO
ULTA BEAUTY
OVERVIEW Ulta is a full-service beauty and care retailer with more than 489 stores located throughout 45 states United States. Each store averages10,000 square feet that includes a full-service salon. Ulta sells more than 21,000 products and over 435 brands including a private label. Ulta also has an online website where customers can do custom searches by brand, category or product type
PROBLEM Even though Ulta is well recognized as a beauty and skincare retailer, it faces an identity problem. • External signage is not cohesive as the store name designs vary through the different locations • Ulta’s identity color is peach, however, the color tone is different in each use • Logo is not very appealing to the target market • The website’s homepage has a claustrophobic atmosphere • Ulta doesn’t have any advertising campaigns
SOLUTION
• Rebrand • Use bright colors for its identity • The logo can have a more fun look to it by adding color and changing the typeface • Launch advertising campaign
USABILITY A visit was conducted at Ulta store in Aventura on Thursday, February 7, 2013 at 5pm to see how the customers shop at Ulta FINDINGS
• Nice, helpful staff • Staff is highly educated about skincare and products; they are referred to as “beauty specialists” • Beauty Specialists take time with each customer to ensure the customer buys the best product to fit her needs • Accept returns and exchanges with or without a receipt even if product was open and used • Store is well organized by products and brands
COMPETITION Ulta has one strong competitor; Sephora.
Sephora is an innovative beauty, skincare and fragrance retailer with more than 1,300 stores in 27 countries. Sephora sells higher end products than Ulta at less affordable prices
TARGET PERSONA Daniela is a 32 years old, single woman. She loves going out with friends and is always looking good, because she never knows where she could meet her future husband. A problem that she faces is that she spends so much money on beauty products, that when she goes out she doesn’t enjoy because she has to be counting every dollar she spends. Daniela wishes she could find a place where she could buy good quality products without spending all of her paycheck on it
SUR VE
56%
Y
said they would go to a store they don’t shop at because of a special promotion
41%
70%
answered they shop at Sephora when in need of a new product
14%
y would said the generic and buy re & skinca beauty s a h c s su product e t a Ulta priv d n label bra
answered they shop at Ulta
67%
said quality is more important than price when it comes to beauty products
52%
said the lowe y rathe r r & ski cost be buy a ncar e pro uty duct s
CURRENT BRAND IDENTITY The logo does not give a sense of a beauty store, and less of a fun place to shop. The target market, women 18-45, should inspire the logo and brand identity, however the brand currently looks as if it were for older women
CURRENT LOGO
NEW LOGO
COLORS C:6O M:9O Y:O K:O
C:2O M:O Y:1OO K:O
TYPOGRAPHY
JK ADOBE
REBRANDING
CALIBRI BOLD
B E AU T Y it’s all about
U
TOUCHPOINTS B EETTI AU T Y SUSTERMAN
General Manager 21065 Biscayne Blvd. Aventura, FL 33180 tel: 305-466-1478 fax. 305-932-5826 store448@ulta.com
ULTA BEAUTY
www.ultabeauty .com
ETTI SUSTERMAN
General Manager 21065 Biscayne Blvd. Aventura, FL 33180 tel: 305-466-1478 fax. 305-932-5826 store448@ulta.com
www.ultabeauty .com
BUSINESS CARD
ULTA
B E AU T Y
B E AU T Y
BEAUTY
B E AU T Y
B E AU T Y
ULTA Beauty 21065 Biscayne Blvd. Aventura, FL 33180 Tel: 305-466-1478 Fax: 305-932-5826 store448@ulta.com
ULTA Beauty 21065 Biscayne Blvd. Aventura, FL 33180 Tel: 305-466-1478 Fax: 305-932-5826 store448@ulta.com
ULTA Beauty 21065 Biscayne Blvd. Aventura, FL 33180 Tel: 305-466-1478 Fax: 305-932-5826 store448@ulta.com
ULTA Beauty 21065 Biscayne Blvd. Aventura, FL 33180 Tel: 305-466-1478 Fax: 305-932-5826 store448@ulta.com
LETTERHEADS
STORE CREDIT
REWARDS PROGRAM
SKIN CARE
BEAUTY PRODUCTS
EXTERNAL SIGNAGE
TOUCHPOINTS VEHICLE
WEBSITE The website and app were rebranded with Ulta’s new identity colors. They are user-friendly, which makes it funner and easier to shop for the customer’s needs. All products are organized by categories and brands
MOBILE APP
ONLINE
The purpose of the campaign is to make women understand that they shouldn’t spend all their paycheck (exaggeration) on beauty products because then they wont have money to spend on going out and showing off their new products. This will be done by using pictures of places where women would show off their new look: beach, parties, bowling, vacation etc‌
BILLBOARD
OUTDOOR
DIRECT MAIL
FLYER There is no better way to talk to the target market directly than by sending a personalined flyer to her house