At the 2025 Cannes Lions Festival of Creativity, Ulta Beauty’s CMO Kelly Mahoney shared her winning formula on how the beauty retailer successfully reimagining customer engagement with consumer-minded innovations, data-based strategy and authentic storytelling.
Mahoney’s strategy is rooted in an acute awareness of the evolving demands of today’s consumer in beauty and a focus on the role that personalized experiences and inclusivity play in creating long-term brand love.
Embracing a Consumer-First Mindset
According to Kelly Mahoney, today’s business environment - and your company’s marketing – is all about making the customer priority #1. Ulta Beauty uses its vast consumer data online and off to predict needs, personalize outreach and make shopping frictionless — literally at the click of a button in some cases.
“We’re not only selling product, we’re curating an experience and speaking to the varied beauty journey of our customer,” Mahoney said.
And by centering around personalization and relevance, Ulta makes certain that campaigns address specific interests: unlocking the potential for shoppers to discover their own voice and aesthetic.
Technology and Creativity – Driven Innovation
He also stressed the necessity to marry state of the art technology with creative marketing. Ulta Beauty leverages AI and machine learning technology to examine consumer experiences and patterns, allowing them to quickly keep up with market changes.
Meanwhile, the company is focusing heavily on creative storytelling that resonates emotionally and with authenticity for audiences – especially younger consumers.
“Technology amplifies what creativity can do. Together, “they enable us to reach customers in a very personal and meaningful way,” she said.
With each innovation, from virtual try-ons to influencer partnerships, Ulta hopes to stay ahead in the fast-paced beauty market.
Commitment to Diversity and Inclusion
One of the most notable themes in Mahoney’s chat was Ulta’s commitment to diversity and inclusion. The brand is also all about representation in its marketing and product offerings, because beauty is for everyone.
This pledge doesn’t just respond to consumer wants, but builds brand loyalty and community engagement.
“Inclusivity is not just a buzzword for us; it’s a core value that informs the way we establish relationships with our customers and partners,” Mahoney said.
leadership lessons: empowering teams toward success
Marketing strategy aside, Mahoney also shared her leadership philosophy. She’s that wonderfully rare person who focuses on equipping teams of all backgrounds, promoting teamwork and growing a culture in which innovative ideas get to grow.
“Leadership is also about creating pockets in which every voice can be heard and creativity will flourish,” she said.
Her vision for empathetic, inclusive leadership mirrors Ulta’s brand values and contributes to the growth of our business.
The Future of Beauty Marketing
Kelly Mahoney dreams of a not-too-distant future where beauty brands control more direct relationships with customers by offering the real interaction and constant newness they crave. She is also an ardent advocate for marketers to stay agile, data-driven and customer-centric.
“The brands that will win tomorrow are the ones who deeply listen, act swiftly and resonate authentically,” Mahoney added.
