ULTA Beauty
Packaging Systems, Sampler Programs & Product Photography
Blue Couch Marketing partnered with ULTA Beauty to lead the creative execution of high‑impact packaging systems across fragrance, beauty, and skincare categories. The engagement focused on elevating sampler programs and limited‑run kits that enhanced discovery, drove trial, and reinforced ULTA’s position as a destination for beauty exploration.
Working closely with ULTA’s internal marketing team, we developed cohesive packaging solutions for fragrance sampler sets, beauty discovery kits, and skincare assortments. Each execution balanced visual appeal with functional clarity, ensuring alignment with ULTA’s broader brand strategy and in‑store experience while standing out in a competitive retail environment.
Packaging & Design Leadership
Blue Couch Marketing approached ULTA’s packaging as a brand system — not individual components. Our team translated ULTA’s values of inclusivity, accessibility, and modern beauty into packaging expressions that felt elevated yet approachable. From typography and color to structure and finishes, each element was designed to perform at shelf and across digital touchpoints.
The result was a unified family of sampler and kit designs that strengthened brand recognition, supported merchandising goals, and delivered a consistent consumer experience across categories.
Product Photography
Blue Couch Marketing also led product photography for ULTA’s fragrance and beauty assortments, capturing imagery designed to perform across ecommerce, marketing decks, and promotional channels. Our photography emphasized materiality, form, and detail — highlighting packaging craftsmanship while conveying the sensory experience of each product.
Through intentional lighting, composition, and styling, we produced visuals that elevated ULTA’s sampler programs and reinforced the brand’s reputation for curated, high‑quality beauty experiences.
