Beauty companies often go out of their way to come up with new ideas to promote their products. A new campaign by ULTA may offer a fresh take and grab attention in the process. According to reports published online the campaign will feature a model before she puts on makeup.

President and CEO of ULTA Lyn Kirby, was quoted as saying, “By featuring our model au naturel ULTA had the opportunity to demonstrate simple steps to achieve the most updated looks.” The company will also offer instructional videos guiding women on applying their products.

The print ads will begin appearing in popular fashion magazines such as Vanity Fair. Similar ads are also being ramped up for April and May.