WYN Beauty at Ulta Beauty
Serena Williams is a culture-shifter on every court, and beyond. But in a market oversaturated with celebrity-backed brands, even a name as iconic as hers needs more than star power to stand out.
For the debut of WYN Beauty, her new makeup line, Ulta Beauty tapped ONA to craft a launch campaign that would cut through the noise and connect with consumers in a real way. The brief was clear: don’t just announce a brand—build a movement. One rooted in Serena’s legacy, driven by purpose, and designed to WYN big with consumers.
WHAT WE DID
Creative Concepting
CGI
Event Content Capture
Organic Social
Paid Media
STRATEGY & CREATIVE CONCEPT
Our objectives were twofold: drive brand awareness among beauty enthusiasts and move traffic to Ulta Beauty, online and in-store. To do that, we positioned WYN Beauty as Serena’s go-to brand for high-performance beauty, empowering her, and every woman, to show up with confidence on and off the court.
The creative concept, “Best Performance in the Game,” was rooted in dual meaning. It spoke to the product’s undeniable performance - pigment, longevity, skincare benefits.- and to the women who use it. We spotlighted high-performing women in every field, from boardrooms to basketball courts, showing that beauty isn’t just about looking good, it’s about showing up, pushing through, and celebrating every WYN.
The campaign came to life through a three-pronged execution:
CGI Launch Content
We used CGI to craft elevated, visually cohesive storytelling that brought WYN Beauty’s brand world to life. These assets helped introduce the product line with polish and precision—building brand equity, driving discovery, and establishing WYN as a standout within Ulta Beauty’s portfolio.
User-Generated Content
We activated a community of powerful, high-performing women—like Texas' own Coach Carter, astronaut Kellie Gerardi, athletes, doctors, nurses, and even a sports cinematographer—to create organic content rooted in real-life impact. Their voices brought authenticity, relatability, and authority to the campaign, showing that WYN Beauty performs wherever life takes you.
Targeted Seeding
Our “pass-the-plate” strategy centered on joy and generosity—surprising beauty community leaders, and everyday game-changers with curated WYN kits designed to spark sharing, build connection, and generate FOMO.
Campaign activation
To kick off the launch, we announced WYN Beauty’s exclusive availability at Ulta Beauty with a CGI film titled “Tennis Court Touch-Up”, where oversized hero products painted a tennis court in the middle of an Ulta Beauty parking lot, blending bold visuals with Serena’s signature world.
From there, we drove momentum across social with a mix of storytelling, community engagement, and creative challenges:
Life-Tested
A real-world wear test series featuring high-performance women—doctors, athletes, astronauts, and more—showing how WYN holds up through long days and big moments. Before-and-after content proved product longevity with substance and style.
Gift a friend (GRWM)
We seeded curated kits to influential women across industries, prompting them to keep spreading Joy and gift one of the kits to a friend. This sparked a wave of genuine GRWM content, filled with everyday routines, personal stories, friendship, and the spirit of giving.
Serena’s In-Store Hauls
To highlight the Ulta Beauty retail experience, we filmed Serena and astronaut Kellie Gerardi shopping in-store—creating joyful, personality-driven content for Ulta’s social channels that reinforced the brand’s accessibility and energy.
