Amika at Ulta Beauty World – Glam Moments: Event Spotlight

A Salon Party on the Convention Floor

Amika wanted the Ulta Beauty World Guests to feel like they were stepping into a high‑energy salon party.  Since its founding in 2007, the brand has built its reputation by launching colorful hairstyling tools and later expanding into high‑performance hair‑care products that smell amazing .  The brand’s friendly DNA and colorful packaging shine through everything they do, so our activation had to be as bold and inclusive as their products.



Photo + Video by Dreamscape Photography

Curl, Pose & Play

Working with experiential agency Katherine Frank, we transformed a large booth into a multi‑stop experience:

• Hair styling & mirror moment – Professional stylists gave guests fresh curls right on the floor.  A full‑length mirror with the cheeky line “Doesn’t your hair look good? We thought so too” let everyone admire their new ‘do before posing.
• Classic booth with a twist – We placed an enclosed photo booth at the center of the space.  Inside, visitors closed the curtain and snapped a selfie.  Outside, digital sharing and on‑site printing meant each guest walked away with both a texted image and a glossy print.
• Crane game fun – While friends waited for their turn, they played a claw machine stocked with amika products.  Winners walked away with mini dry shampoos, stylers and more—proof that a booth can be both stylish and playful.

Why It Resonated

This activation succeeded because it mirrored amika’s values: self‑expression, inclusivity and fun.  By combining hair care, a glam moment followed by a photo ops, we invited guests to linger and share their experience on social.  It also showed event planners how a larger footprint can be used efficiently—by grouping activities around a single focal point.

Let’s Get Glam

Ready to create a salon party of your own?  Our team at Photobooth Rocks specialises in custom builds, enclosed booths and interactive games that keep lines moving and smiles bright.  Explore our corporate event photo booth options and get in touch to brainstorm your next glam moment.