Ulta Beauty

The Ask

Establish Ulta Beauty as the industry-leading destination for our readers’ skin, hair, and makeup needs by creating meaningful connections with beauty enthusiasts through trending, story-driven content.

The Insight

At BDG, we speak to a diverse audience about beauty through the lens of self-expression, exploration, and experimentation. BDG’s editors offer both industry credibility and an ability to forecast trends, helping Ulta connect more deeply with their core consumer.

The Solution

By tapping the expert insights of our beauty editors, we created a robust collection of trend-inspired premium features and custom-shot TikToks across NYLON, Bustle, and TZR, featuring must-try products from Ulta Beauty along the way. By rooting all the content in trending topics and cultural moments, we sparked conversation and generated credible, trusted affinity for Ulta Beauty as the go-to destination for all your skin, hair, and makeup needs.

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7 Essentials You Need To Achieve The Coveted Soft-Girl Aesthetic

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Level Up Your Fall Beauty Game With This Epic Dopamine Makeup Look

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6 Makeup Products You Need To Achieve The All-Over Glassy Shine Look

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3 Cool-Girl Takes On The Trendy Lived-In Makeup Look

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How To Style The Coolest Short Haircuts Of Fall 2022

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How To Coordinate Neon Makeup & Nails For The Ultimate Beauty Look

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Level Up Your Fall Beauty Game With These 4 Dopamine Makeup Looks

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@nylonmag on TikTok

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@bustle on TikTok

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@thezoereport on TikTok

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The Results


total media impressions



higher engagement rate than benchmark on Bustle TikTok



higher product CTR than benchmark on TZR premium feature