In a landscape where attention is currency and brand relevance hinges on real-time engagement, beauty giants Sephora and Ulta find themselves evolving or risking obsolescence. This comparative analysis explores how both brands have transitioned from traditional media practices to a more agile, digitally-native presence.

Completed as part of Full Sail University’s Innovative Public Relations Tools and Resources course, the assignment explores the tension between content and commerce, community building and conversion. Examining how each brand balances legacy tactics with platform-native behavior, the piece dissects how Sephora leans into immersive technology and inclusive storytelling, while Ulta builds momentum through high-volume promotions and influencer amplification. Both succeed, just not in the same way. In their differences, a deeper narrative emerges about what today’s audiences expect from modern beauty brands. The piece also examines what’s lost when brands abandon conversational platforms like Twitter/X in favor of safer, more curated channels.

Part media audit, part cultural pulse check, this paper explores not only how two of the most influential beauty retailers present themselves in the digital space but also how that presence shapes perception. From Instagram reels spotlighting LGBTQ+ advocacy to viral promotions undercut by unintended controversy, the assignment lays bare the PR wins, missteps, and missed opportunities in both brands' media ecosystems.