.jpg)
At the 2025 Cannes Lions Festival of Creativity, Kelly Mahoney, Chief Marketing Officer of Ulta Beauty, shared invaluable insights into how the beauty retailer is redefining customer engagement through consumer-centric strategies, data-driven innovation, and authentic storytelling.
Mahoney’s approach reflects a deep understanding of evolving consumer expectations in the beauty industry, emphasizing the power of personalized experiences and inclusivity to build lasting brand loyalty.
Embracing a Consumer-First Mindset
Kelly Mahoney highlighted that placing the customer at the heart of every marketing decision is essential in today’s competitive landscape. Ulta Beauty continuously leverages rich consumer data to anticipate needs, tailor messaging, and create seamless shopping experiences both online and in stores.
“We don’t just sell products; we curate experiences that resonate with the diverse beauty journeys of our customers,” Mahoney said.
By focusing on personalization and relevance, Ulta ensures its campaigns speak directly to individual preferences, empowering shoppers to explore and express their unique styles.
Innovation Fueled by Technology and Creativity
Mahoney also emphasized the importance of marrying cutting-edge technology with creative marketing. Ulta Beauty uses AI and machine learning tools to analyze consumer behaviors and trends, enabling rapid adaptation to market shifts.
At the same time, the company invests heavily in creative storytelling that connects emotionally and authentically with audiences, particularly younger generations.
“Technology enhances what creativity can achieve. Together, they allow us to engage customers in ways that feel personal and meaningful,” she explained.
From virtual try-ons to influencer partnerships, Ulta continues to innovate to stay ahead in the ever-evolving beauty market.
Commitment to Diversity and Inclusion
A standout theme in Mahoney’s discussion was Ulta’s dedication to diversity and inclusivity. The brand actively champions representation across its marketing efforts and product offerings, recognizing that beauty is diverse and personal.
This commitment not only meets consumer demand but strengthens brand trust and community connection.
“Inclusivity isn’t just a buzzword for us; it’s a core value that guides how we build relationships with customers and partners,” Mahoney noted.
Leadership Lessons: Empowering Teams for Success
Beyond marketing strategy, Mahoney shared her philosophy on leadership. She prioritizes empowering diverse teams, fostering collaboration, and cultivating a culture where innovative ideas can flourish.
“Leadership means creating spaces where every voice is heard, and creativity can thrive,” she said.
Her focus on empathetic and inclusive leadership aligns with Ulta’s brand values and helps drive business growth.
The Future of Beauty Marketing
Kelly Mahoney envisions a future where beauty brands deepen customer relationships through authentic engagement and continuous innovation. She encourages marketers to remain agile, data-savvy, and relentlessly customer-focused.
“The brands that win tomorrow are those that listen deeply, adapt quickly, and connect authentically,” Mahoney concluded.
.jpg)