Ulta Beauty Spring Lookbook

For several years, I helmed the copy team at America’s largest beauty retailer. We defined the brand voice and worked cross-functionally to concept and message 360 campaigns year ‘round. My work and that of my team appeared in social, web, email, in-store signage, magazines, print and digital advertising, blogs and more. Shown here: a spring trend guide featuring romance copy that defines hair and makeup trends and inspires our guests and internal Salon team to explore them.