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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


Portfolio - Ulta Beauty