How Ulta Won Gen Z’s Attention
Winning Brand Love at First Touch
Ulta Beauty didn’t wait until the expo doors opened to win over Gen Z and Gen Alpha—they captured their attention (and affection) the moment attendees arrived. In this edition, we’re breaking down exactly how they did it—and what your brand can learn from their approach.
🎯 1. The Endowment Effect: Make Them Feel Like They Already Own It
Before anyone entered the expo, Ulta gave attendees the chance to engage with beauty products up close—touching, smelling, and testing them. This sensory interaction taps into the Endowment Effect, a powerful psychological principle: once people feel like they own something, they’re more likely to buy it.
Takeaway: Let your audience interact with your product. Hands-on engagement builds emotional ownership—and drives conversions.
⚡ 2. Instant Gratification: Win Them Over Immediately
From the moment attendees stepped into the convention center, Ulta delivered. Swag bags, treats, and interactive photo moments were ready to go. They didn’t just manage the wait—they made it fun.
Takeaway: Gen Z and Alpha crave instant value. Make your first impression unforgettable.
💖 3. Personalization: Build a Product They’ll Actually Use
Each attendee received a tote bag for collecting swag—but Ulta went a step further, offering a customization station to make those totes personal. This small touch turned a branded item into something meaningful.
Takeaway: Give your audience the power to personalize your product. Customization boosts usage, which in turn boosts brand love—thanks to the Exposure Effect.
Want More Gen Z + Alpha Insights?
We’ve put together a FREE guide to help you capture the attention of next-gen consumers and turn them into loyal brand fans.
Tara Wilson
Founder and CEO: Tara Wilson Agency