The Supergirl partnership brings Ulta Beauty together with DC Studios and Warner Bros. Pictures for a summer campaign tied to the film arriving in theaters June 26. Actress Milly Alcock, who plays Supergirl and Kara Zor-El, appears throughout the effort. The campaign centers on themes of self-expression and personal discovery. Ulta Beauty plans to extend the experience through stores, digital channels, and events.
🔑 Key Highlights
- Milly Alcock appears in a co-branded summer campaign
- Three beauty looks anchor digital shopping experiences
- Retail displays arrive at all locations June 7
- Local events begin June 22 in four cities
- Limited-edition digital gift cards launch on Ulta.com
The initiative stretches across multiple formats and customer touchpoints. Promotional content featuring Alcock will run through social media, streaming platforms, cinema, television, and connected viewing services through mid-July. Select stores will host immersive experiences, while Ulta.com features an interactive buying guide built around three beauty styles inspired by the film’s story. Product collaborations include offerings connected to Ulta Beauty Collection, Joico, OPI, and Sol de Janeiro.
Customers can explore three themed looks — Power Glam, Grunge Romance, and Iconic Shimmer — through a digital shopping experience available online. Ulta Beauty also introduced limited-edition animated digital gift cards connected to the campaign, available while supplies last. Beginning June 7, stores will organize featured displays around the three looks and spotlight participating beauty products tied to the collaboration.
The campaign also extends into physical experiences across select locations. Five stores in New York City, Dallas, Los Angeles, and Chicago will display large-scale window installations created by comic artist Bilquis Evely. Additional stores in New York City and Mexico will feature digital experiences inspired by the campaign’s visual identity. On June 22, local events in New York City, Los Angeles, Dallas, and Chicago will include beauty touch-up stations and participating brand activations.
📊 What This Means (Our Analysis)
This campaign matters because it places beauty products, in-store experiences, digital content, and entertainment storytelling into one connected customer experience. By linking shopping, events, and themed product discovery, the effort creates multiple ways for audiences to interact with a single idea across the summer.
The approach also signals a broader emphasis on participation rather than passive promotion. Customers are invited to explore curated looks, attend events, and engage with branded experiences that reinforce self-expression through beauty while keeping the campaign consistent across physical and digital spaces.
📌 Our Take: The partnership shows how seasonal campaigns can turn entertainment themes into interactive customer experiences.