At 11:59 PM, it was Halloween , and at 12:00 AM, it was officially HOLIDAY SEASO
By Averyakkineni · November 3, 2026 · Curated by George's Blog
At 11:59 PM, it was Halloween , and at 12:00 AM, it was officially HOLIDAY SEASON.
That one-minute shift is an interesting marketing opportunity, because as the spooky decorations come down and the holiday decorations go up, Ulta Beauty marked the moment with a little BIG PINK BAG magic.
Right as the clock struck midnight, 24 talents across sports, entertainment, beauty, comedy, and media showed up on social with one thing in common: Ulta Beauty's iconic pink holiday bag.
From Paige Bueckers to #SuniLee, #HodaKotb, #JoshPeck, #BarbaraPalvin, #SofiTukker and so many more. Different voices, different communities, different audiences, united by one unmistakable visual.. that pink bag is EVERYWHERE.
A few reasons I particularly love the strategy behind this one:
🎃 The cultural timing. Halloween is one of the biggest beauty moments of the year. Makeup, costumes, getting ready, self-expression. But overnight, consumers are thinking about holiday gifting, shopping lists, and a whole new season of beauty inspiration. There's a real opportunity for brands that understand these shifts in consumer behavior and know when to show up.
🩷 One big idea, many different cohorts. The intentionality of the casting is on point, with each person bringing credibility and relevance to a different audience that matters to Ulta. And that big pink bag gives everyone a shared, instantly recognizable brand cue.
✨ Connecting the dots across the campaign. My personal favorite is Ulta Beauty's very own Mrs. Claus, who leads the Pink Bag Project AND serves as the creative through line to the broader #TheMagicStartsWithYou holiday campaign. She also stars in two fabulous new spots with #Selena Gomez and #Tate McRae (both beauty founders whose brands are carried at Ulta of course)!
It's a great illustration of something we are increasingly focused on VaynerX: the opportunity to bring creators, affiliates, influencers, and talent (#CAIT) together as one connected marketing discipline. An ecosystem of voices working together to build relevance for a brand. (Shoutout Dylan MacNamara Amy Choi Julie Singer).
Huge congratulations to the Tamara Group / VaynerX team who brought this to life, and thank you to our wonderful partners at Ulta Beauty for the vision & collaboration.
Now, time to get your own big pink bag... because The Magic Starts With You! 🎁🩷