ULTA Beauty, one of the nation’s largest beauty retailers, launches a webisode series from Dallas independent agency The Richards Group. In the series, titled “Trading Faces,” ULTA celebrates original beauty by inviting pairs of women with unique styles from different regions of the United States to trade their looks (and their cosmetic bags) with one another.

“We’ve learned that women get most of their beauty advice from one source: other women,” said Jeff Severts, senior vice president of marketing for ULTA. “ULTA wants to celebrate this behavior through an original, unscripted editorial series that showcases the signature styles of women. We hope to forge an emotional connection with the women who view each webisode and grow their familiarity with our brand’s playful approach to beauty.”

The pilot episode features two women, from Hollywood (Los Angeles, California) and Dollywood (Pigeon Forge, Tennessee), who meet, share their beauty routines and points of view, and trade their signature looks. The “Trading Faces” webisode lives on ULTATradingFaces.com. The microsite includes before-and-after photography of the participating women, their favorite beauty tips and products, and a glimpse into their everyday lives. Paid digital media, social media assets, direct marketing and in-store signage will support the series.

“The goal of ‘Trading Faces’ is to celebrate the conversations women have about beauty,” said Rhonda Zahnen, principal at The Richards Group. “A woman goes through her day with her butterfly net out, always in tune to the beauty around her. Bringing these two women together to trade looks and beauty tips is creating a microcosm of what women do with each other every day.”

Trading Faces broke online February 6, 2014. The Richards Group has been the agency of record for ULTA since June 2011.


Client: ULTA Beauty
Brand: ULTA
Campaign: Trading Faces
Initial Break Date: February 6, 2014
Agency: The Richards Group
Creative Director: Stan Richards
Art Director: Glenn Dady, Brian Linder
Copywriter: Sue Batterton, Andria Kushan
Agency Producer: Lynn Louria
Production Company: Supply & Demand
Director: Margo Weathers

About ULTA
ULTA Beauty is the largest beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services in the United States. ULTA Beauty provides affordable indulgence to its customers by combining the product breadth, value and convenience of a beauty superstore with the distinctive environment and experience of a specialty retailer. ULTA Beauty offers a unique combination of over 20,000 prestige and mass beauty products across the categories of cosmetics, fragrance, haircare, skincare, bath and body products and salon styling tools, as well as salon haircare products. ULTA Beauty also offers a full-service salon in all of its stores. As of November 2, 2013 the Company operates 664 retail stores across 46 states and also distributes its products through the Company’s website: www.ulta.com.

About The Richards Group
The Richards Group, located in Dallas, is the largest independent branding agency in the nation. Clients include the standard-setting brands of 1-800 CONTACTS, Chick-fil-A, Chuck E. Cheese’s, Fiat USA, GameStop, The Home Depot, MetroPCS, Motel 6, Orkin, Pier 1 Imports, Ram Trucks, and TGI Fridays. Total billings for the agency were $1.325 billion in 2012. The Richards Group can be found at www.richards.com or on Twitter, @RichardsGroup.