IT Cosmetics: Wicked Magic at Ulta Beauty

FooH Overview:

Brand: IT Cosmetics
Industry: Beauty, Makeup
Creator: Eye Studio

Fooh concept details:

Giant makeup brushes from the Wicked movie collaboration collide in midair above an Ulta Beauty storefront in this magical FOOH campaign. As the oversized pink and green brushes—representing Glinda and Elphaba—touch bristles, they release a shower of sparkling powder that transforms the building below. The enchanted cosmetic dust divides the façade perfectly, turning one half shimmering pink and the other glittering green. This visual spectacle showcasing how the limited-edition IT Brushes for Ulta x Wicked collection carries transformative power.

Additional Information:

Country: USA
Scene: Wrapped, Flying Object
Environment: Shopping Venue

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