Ulta Beauty Retail Chain Names Mullen Agency of Record

Interpublic Shop Succeeds The Richards Group

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Mullen has landed the Ulta Beauty account.

The beauty retailer and salon chain has selected the shop, part of Interpublic Group, as its agency of record after a review. The account will be handled out of Mullen's Winston-Salem, N.C. offices with support coming from

The incumbent on the account was The Richards Group. The Dallas-based agency had been working on the brand since 2011.

"Ulta is growing rapidly and we are focused on introducing innovative marketing efforts to accelerate that momentum," said David Kimbell, chief marketing officer at Ulta, in an email.

Mr. Kimbell joined in February after three years heading up marketing at U.S. Cellular. The company's CEO, Mary Dillon, joined in June of last year, also from U.S. Cellular.

The chain, which operates 696 stores in the U.S., recently took a non-celebrity approach to its advertising with an online series called "Trading Faces," which let women across the country share makeup and beauty tips.

Ulta spent $17.7 million in measured media in 2013, up from $13.5 million in 2012, according to Kantar Media. The review was managed by Mercer Island Group.

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