By  on February 5, 2010

NEW YORK — A beautiful model without a stitch of makeup is the cornerstone of a beauty retailer’s latest efforts to sell more cosmetics.

The campaign from Ulta pairs a before-and-after image of a model as the focal point of new advertising that not only directs shoppers to Ulta’s 300-plus stores via coupons, but also encourages women to view a how-to video on Ulta’s Web site and its Facebook page to learn how to achieve the “after” look.

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