K-Beauty World Short-Form Tutorial Content for ULTA
Bringing education and beauty together, this project focused on developing short-form tutorial content for K-Beauty World, now live on Ulta.com. The initiative aimed to bridge the gap between product discovery and application by giving consumers accessible, easy-to-follow education on how to use K-beauty products effectively.
BTS Shooting PDP + Tutorials for Ulta Beauty
Product Tutorials can be found on Ulta.com for the following brands:
Mixsoon
Neogen
Unleashia
Rom&nd
Sungboon Editor
My Role
I played a hands-on creative and production role across multiple stages of the project, including:
Leading set-up, logistics, and shoot coordination
Managing scheduling and coordination of models and MUA
Directing on-set content execution alongside creative collaborators
Working closely with talent, including beauty expert Michelle Lee, to ensure authentic storytelling
Overseeing the creative direction of short-form tutorial assets
Execution
The production process required a highly collaborative and detail-oriented approach. From early mornings setting up the shoot environment to managing moving parts throughout the day, the focus was on ensuring both efficiency and creative integrity.
Each tutorial was designed to be:
Clear and educational
Visually engaging and social-first
Easy to replicate for everyday consumers
Aligned with the aesthetic and values of the K-beauty category
The content was crafted with scalability in mind, ensuring it could live seamlessly across Ulta.com and other digital platforms.