Ulta Beauty Unveils Exclusive Summer Partnership with DC's 'Supergirl'
DC Studios' "Supergirl" soars into theaters June 26, and Ulta Beauty is bringing the heroine's chic to stores and online to promote the Warner Bros. Pictures feature film.
The exclusive partnership includes a summer-long campaign starring lead actress Milly Alcock as well as digital and in-store activations, product collaborations and more.
Alcock has a dual role in the movie, playing both Supergirl and Kara Zor-El. A central theme of self-discovery and personal empowerment inform the beauty looks being promoted.
The partnership includes a custom promotional campaign spot running this summer on social media, streaming, linear TV and cinema. Select Ulta stores are hosting immersive in-store experiences.
An exclusive digital buying guide features a multi-branded beauty collection that includes three beauty looks inspired by Supergirl's story arc — Power Glam, Grunge Romance and Iconic shimmer. Customers can buy the products through an interactive digital buying guide on Ulta's website. Email blasts heralding the partnership make it easy to shop the SKUs.
Animated limited-edition Supergirl x Ulta Beauty digital gift cards are exclusive at Ulta.com.
Beginning June 7, all Ulta locations will house dedicated retail displays featuring products from Ulta Beauty Collection and brand collaborations from Joico, OPI and Sol de Janeiro to help achieve the beauty looks. Customers who buy $30 of Joico products in-store also will receive a limited-edition Joico x Supergirl makeup bag.
Immersive large-scale window vinyls designed by "Supergirl: Woman of Tomorrow" comic book artist Bilquis Evely will be installed at five Ulta Beauty locations:
New York City (Herald Square)
Dallas (Inwood Village, on Lovers Lane)
Los Angeles (Westwood and Santa Monica)
Chicago (Michigan Avenue)
Twelve Ulta Beauty stores across New York City (Chelsea) and Mexico will showcase digital experiences that exemplify the film's graffiti-inspired energy.
On June 22, to celebrate the "Supergirl" world premiere, Ulta is hosting events in New York's Chelsea neighborhood, Los Angeles' Empire Center Burbank location, Dallas (The Shops at Park Lane) and Chicago (Michigan Avenue). Beauty enthusiasts can enjoy glam touch-up stations courtesy of Ulta Beauty Artist Collective makeup artists. Brand partner activations from Joico and other brands are also planned.
Ulta is launching a custom co-branded promotional spot featuring Alcock across cinema, social media, CTV and streaming channels including Max, Hulu and Peacock. The spot celebrates the real beauty and confidence from being true to oneself and runs through mid-July.
"Our partnership with 'Supergirl' connects Ulta Beauty to one of this year's biggest cultural moments, while empowering our guests to express themselves boldly through beauty," Kelly Mahoney, chief marketing officer of Ulta Beauty, said in a media release.
