Tula Campaign Focuses on ‘Edu-Tainment’ at Ulta

Tula Skincare, a prestige brand that was recently acquired by Procter & Gamble, partnered with Ulta Beauty to celebrate its brand-designated micro-holiday, “Embrace Your Skin Day.”

Tula, which positions itself as a wellness brand, leveled up its #EmbraceYourSkin brand purpose for a second year in a row with Ulta through a dynamic campaign that came to life in stores on March 4. 

"As we continue to see studies reveal that self-esteem and confidence, especially in younger generations, is suffering, we believe now more than ever that our #EmbraceYourSkin mission and working alongside others who share in our commitment to inspiring confidence is essential,” Savannah Sachs, CEO of Tula, said in a media release. “From day one, we've embraced skin positivity and have approached beauty from the inside out. It's a journey; we're constantly evolving how we do this. In this chapter of our story, we're raising the bar and reminding everyone that 'you are enough.'”

This year, Tula says it worked alongside Ulta to create a series of prominent window and in-store displays along with a cover feature for a recent issue of the beauty retailer’s weekly magazine to create excitement during the lead-up to #EmbraceYourSkin day.

The partners encouraged shoppers at all of Ulta’s 1,300-some U.S. locations to participate in a series of “confidence-inspiring” physical events and activations aimed at building consumer connections, offering immersive brand experiences for Tula’s community “Glow Getters” and showcasing the brand's latest product drops, per the release. 

Notably, select Ulta stores in key markets offered “edu-tainment” activations, a marketing concept merging education and entertainment. The in-store offerings aimed to boost shoppers’ confidence through positive affirmations presented at various touchpoints throughout the shopping journey and complimentary refreshments as well as a live DJ playing a curated uplifting playlist on-site. Tula also doled out freebies and deluxe gifts with select purchases.

Tula promoted #EmbraceYourSkin day across its social media, digital, influencer and internal touchpoints with messaging aimed at combating negative self-talk, including a frequent reminder to consumers that "you are enough." 

The brand teamed up with actress and self-proclaimed “queen of confidence” Serena Kerrigan to help highlight the event and their shared mission. Tula also secured additional partnerships with a number of other influencers to hype up the Ulta event across social media. The paid influencer partners attended the #EmbraceYourSkin event at their local Ulta stores and shared their experiences and promoted the initiative via their social channels.

Content was also captured and shared by Tula across its social channels, including footage of #EmbraceYourSkin day at various stores, statistics from Tula’s latest confidence survey examining the effects of negative self-talk, as well as a special giveaway offering a chance to win a branded prize package to those who like and shared a designated Instagram post from Tula. (The giveaway closes on March 19).