ULTA

Jul 2026

In a bold pivot for the cosmetics industry, Ulta Beauty’s latest campaign, titled Supergirl, masterfully blends the high-octane energy of a cinematic commercial with the relatable charm of lifestyle branding. The project stars actress Sydney Sweeney, who inhabits a surreal futuristic living space defined by expansive circular windows that frame an otherworldly purple mountain landscape. This setting provides a striking, high-contrast backdrop for a sequence that feels less like a traditional product demonstration and more like a narrative short. By weaving in deliberate props like a vintage turntable and a subtle nod to a superhero costume, the spot leans into a playful, pop-culture-infused aesthetic that resonates deeply with modern audiences. Throughout the film, Sweeney seamlessly incorporates beauty application into her dynamic movements, elevating the utility of an eyeliner pen and dark lip gloss through a series of rhythmic, high-energy dance sequences. The execution relies heavily on a live-action technique that prioritizes warm lighting and inventive camera angles to maintain momentum, effectively positioning Ulta not just as a retailer, but as a central component of an authentic, aspirational lifestyle. With creative vision provided by Mediabrands Content Studio and production managed by Kelly Flynn, the piece successfully navigates the intersection of narrative storytelling and commercial promotion, creating a memorable brand moment that feels both curated and effortlessly spontaneous.

Commercial, Cinematic

Live-action Technique

Cosmetics, Beauty