Ulta’s Models Go Makeup Free?

Ulta announced this week that they will be releasing a new ad campaign which features before and after shots of the models — that’s right, you’ll see those pretty faces without makeup! The company is saying that this step fits right in with the company’s goal of approachability and attainability through makeup. I think it’s a pretty cool idea!

The ad campaign will also be supported by Ulta’s Facebook page, which will feature how-to videos that demonstrate how to really get the looks that the models are sporting in the ads. What do you think of this idea? I’m looking forward to the videos, and it’ll be interesting to see if the “before” images are really makeup-free!