How Ulta Won Gen Z’s Attention
Winning Brand Love at First Touch
Ulta Beauty didn’t wait for the expo doors to open to make an impression—
they won hearts the moment attendees arrived.
In a market where Gen Z and Gen Alpha consumers expect connection, not just communication, Ulta delivered a powerful lesson in how to create brand love at first touch.
Here’s how they did it — and how your brand can replicate the strategy.
🎯 1. The Endowment Effect: Make Them Feel Like They Already Own It
Before attendees even stepped foot inside the expo, Ulta gave them the chance to touch, smell, and test their latest beauty products up close.
This wasn’t a happy accident — it was psychology in action.
The Endowment Effect is the principle that people assign more value to things they feel they already own.
Once someone interacts physically with a product — whether trying on a lipstick shade, spritzing a scent, or testing a serum — their emotional attachment deepens.
Why It Works
Hands-on engagement builds emotional ownership.
When people feel a product belongs to them, even temporarily, their likelihood to buy skyrockets.
Brand Takeaway
Design your next activation around touch and trial.
Let your audience physically experience your brand before the pitch. Whether it’s through texture, scent, or personalization, that sensory connection lays the foundation for conversion and loyalty.
⚡ 2. Instant Gratification: Win Them Over Immediately
From the first moment attendees entered the convention center, Ulta delivered on experience.
There was no waiting in line with nothing to do — instead, they greeted guests with:
🎁 Swag bags full of surprises
🍬 Treats and giveaways
📸 Interactive photo moments to spark instant social sharing
These immediate touchpoints transformed the mundane (entry logistics) into meaningful moments of joy.
Why It Works
Gen Z and Gen Alpha have grown up in a world of on-demand everything — from streaming to shopping.
They expect immediate value, and they can sense when brands delay or overpromise.
Brand Takeaway
Don’t make your audience wait to be delighted.
Deliver instant impact through rewards, entertainment, or small acts of generosity that signal: you’re seen, and you matter.
Your first impression should feel effortless — but unforgettable.
💖 3. Personalization: Build a Product They’ll Actually Use
Ulta could’ve stopped at branded swag and called it a win. Instead, they added something powerful: personalization.
Each attendee received a tote bag to collect their freebies — but with a twist.
They could customize their tote on-site, turning a generic giveaway into a personal keepsake.
Why It Works
This small moment activates the Exposure Effect — the psychological phenomenon where people grow to love something more simply because they use or see it often.
By creating something personal, attendees became more likely to reuse and display their tote — transforming a marketing item into an everyday brand ambassador.
Brand Takeaway
Give your audience the tools to make your product theirs.
Customization — even at a small scale — drives ownership, usage, and repeat engagement.
From engraving to embroidery, personalization turns your brand into part of someone’s identity.
🌟 The Bigger Picture: Why “First Touch” Experiences Matter
In an era where attention spans are shrinking, the first touch is everything.
Ulta Beauty’s success wasn’t about spectacle — it was about psychology-driven experience design.
They didn’t just aim for visibility — they engineered connection.
By combining sensory engagement, instant value, and personalization, Ulta turned curiosity into conversation, and conversation into conversion.
💬 Key Takeaways for Brand Leaders
If you want to capture Gen Z and Gen Alpha attention in 2025:
Design for feeling, not just seeing. Let audiences touch and experience your brand.
Deliver value early. The faster you delight, the deeper the memory.
Make it personal. Empower consumers to customize, co-create, or interact with your brand story.
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