Pureology x Ulta
Transforming Product Innovation into Meaningful Retail Experiences
Created an immersive retail experience for Pureology at Ulta's Future Leaders Conference, translating the brand's latest innovations into an intuitive customer journey. The experience was designed to inspire product discovery, strengthen retailer engagement, and reinforce Pureology's leadership in professional color care through education, interaction, and premium brand storytelling.
1-Project Details
Role
Creative Direction • Experience Strategy • Retail Experience
Brand
Pureology
Year
2026
2-Challenge
Ulta's Future Leaders Conference brought together emerging retail leaders to discover the latest innovations shaping the future of beauty. The challenge was to translate Pureology's newest product innovations into an immersive retail experience that balanced Product Discovery, Education, and Premium Brand Storytelling within a limited event footprint.
The experience needed to simplify product benefits, encourage meaningful engagement, and reinforce Pureology's position as the leader in professional color care through an intuitive customer journey that reflected the brand's elevated, salon-inspired identity.
3-Strategy & Design
4-Final Experience
5-Impact
The Pureology experience transformed product innovation into an intuitive retail journey that helped beauty leaders discover, understand, and confidently recommend the brand's latest launches. By combining education with hands-on product exploration, the activation strengthened retailer engagement while reinforcing Pureology's premium positioning within professional color care.
Business Context
$69M in year-to-date sell-out performance.
Continued positive retail growth across key distribution channels.
Supported retailer education during a period of sustained brand momentum.
Business Context: Performance metrics represent overall brand results during the campaign period and are provided to illustrate the business environment supported by the experience.