Ulta Beauty made its Super Bowl mark without buying an ad. When Cardi B appeared during Bad Bunny's halftime show wearing Ulta products, including brands like Rare Beauty, Mac, and Nars, the retailer turned a celebrity moment into marketing gold. We spoke with Ulta CMO Kelly Mahoney on how and why the partnership came about. https://bit.ly/45Vc4dK | Adweek
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