Specialty retail giant Ulta Beauty has secured an exclusive partnership with DC Studios and Warner Bros, featuring the upcoming theatrical release of the film Supergirl.

The summer-long integrated campaign aligns the beauty retailer with the major entertainment property ahead of the movie’s North American premiere on June 26.

The campaign features actress Milly Alcock, who stars in the dual title role of Supergirl and Kara Zor-El. 

The multi-channel strategy includes a co-branded promotional commercial running across linear television, social media, cinema, and digital streaming platforms such as Max, Hulu, and Peacock through mid-July.  

As part of the cross-promotion, Ulta Beauty has launched an interactive digital buying guide on its e-commerce platform. 

The guide features product collaborations with prominent beauty brands, including Joico, OPI, and Sol de Janeiro, as well as the retailer’s private-label Ulta Beauty collection. 

The curated products are organized around three distinct beauty styles developed for the campaign: Power Glam, Grunge Romance, and Iconic Shimmer.

Physical retail integration will begin on June 7, when all Ulta Beauty store locations introduce merchandising displays showcasing the themed beauty looks.

Selected locations in New York City, Los Angeles, Chicago, and Dallas will additionally feature large-scale window installations designed by comic book artist Bilquis Evely, alongside digital experiences in select stores across New York City and Mexico.

The campaign will culminate in local premiere-day events on June 22 at select major-market retail locations, featuring promotional activations from brand partners and beauty touch-up stations staffed by the retailer’s internal artist collective.  

Last month, more than 1500 Ulta Beauty stores joined the Uber Eats marketplace, offering on-demand or scheduled delivery for beauty and wellness products.

The beauty retailer also saw a lift in sales and profits in its full financial year ending January 31, as the company positioned itself as ‘the unmatched beauty and wellness destination’.