Ulta Beauty and The Jennifer Hudson Show officially unveiled a festive holiday partnership on Monday, drawing direct inspiration from the program's runaway viral hit known as the Spirit Tunnel—a signature opening sequence where staff members greet high-profile celebrity visitors with custom songs and choreographed dances.

Capitalizing on Viral Television Segments

Viral television moments possess a proven capability to captivate digital audiences, unlocking lucrative avenues for brand collaborations. The skyrocketing popularity of the Spirit Tunnel has increasingly drawn major advertisers eager to secure branded content and immersive experiences deeply integrated with the program.

Anchored by Ulta Beauty’s overarching holiday initiative, "The Magic Starts With You," the campaign actively encourages consumers to embrace self-celebration. Jennifer Hudson, serving as both host and executive producer of The Jennifer Hudson Show, explained in a statement that the collaboration strives to inspire self-expression and honor what makes every individual uniquely beautiful. Throughout December, the promotional push will roll out dedicated broadcast segments, engaging social media videos, and an experiential in-store Spirit Tunnel activation for everyday shoppers.

Stephanie Guerrieri, senior vice president of brand entertainment and revenue at Warner Bros. Unscripted, noted in correspondence that Ulta Beauty initially pitched the concept to the production team. Executives immediately recognized a natural synergy between the campaign's core message and the Spirit Tunnel's long-standing tradition of offering every visitor a uniquely personalized arrival.

Furthermore, Creative Artists Agency played an instrumental role in conceptualizing and executing the alliance, collaborating closely with Hudson, the show's producers, and Ulta Beauty at every stage of development.

Interactive Fan Experiences and Retail Integration

The talk show's holiday lineup will incorporate a specialized shopping segment, generous audience giveaways, and an interactive Ulta Beauty vanity setup. Famous guests will also participate by surprising handpicked individuals with exclusive retail gifts. Meanwhile, members of the show's actual Spirit Tunnel crew are scheduled to make personal appearances at a local Ulta Beauty storefront to deliver custom greetings directly to shoppers.

Originally conceived as an internal staff ritual designed to welcome Hudson to the stage, the Spirit Tunnel eventually evolved into a permanent staple of the show's celebrity interviews. Notable figures such as Michelle Obama, Emmy Rossum, and Keke Palmer have all walked through it. Andy Lassner, executive producer of The Jennifer Hudson Show, highlighted the segment's massive cultural resonance in an email.

We are surprised by how much audiences have embraced the staff, the chants and the whole little world of the Spirit Tunnel. We think about how those moments can live on social, too. - Andy Lassner

Viewers have frequently recreated the signature ritual, uploading their own tribute videos across social networks. The cultural footprint of the segment even expanded to Saturday Night Live in 2025 through a parody performed by comedian Nikki Glaser. Holding the crown as the premier daytime talk show across social media, The Jennifer Hudson Show boasts over 11 billion cumulative views across all distributed content.

A Growing Trend in Brand-Show Collaborations

Macy’s previously became the inaugural advertiser to reimagine the Spirit Tunnel for its "The Most Wonderful Stories Start Here" holiday campaign. Similarly, medical apparel brand FIGS brought the immersive greeting to healthcare professionals at Cedars-Sinai Medical Center. Guerrieri emphasized that the production crew consistently collaborates with corporate advertisers and their agencies to tailor the Spirit Tunnel format for distinct marketing goals.

For Ulta Beauty, this initiative represents its second consecutive holiday collaboration with the talk show. Kelly Mahoney, chief marketing officer at Ulta Beauty, shared that the strategic alliance effectively bridges the gap between the retailer and consumers across television, digital platforms, and brick-and-mortar storefronts, noting how each individual channel fulfills a specific engagement objective.

The broader Ulta Beauty holiday marketing push also features prominent personalities like Selena Gomez, founder of Rare Beauty, and Tate McRae, whose TATE 01 fragrance successfully debuted at the retailer in October.

Across the media landscape, television networks continue leveraging established properties to connect brands with targeted demographics. In June, NBCUniversal debuted "Shop What Happens," a Bravo digital series backed by Target and modeled after "Watch What Happens Live With Andy Cohen," enabling viewers to purchase featured items seamlessly via embedded links and QR codes.

Brands are aggressively deploying parallel strategies beyond traditional broadcast television. Dr. Squatch launched a $1 million creator competition tied to audience engagement with IShowSpeed. Concurrently, Popsicle rolled out its "Flavor Feud" campaign, motivating consumers to rally behind rival teams fronted by Stassi Schroeder, Drew Afualo, and Ashlee Simpson through direct voting, product purchases, and social media participation.

Ultimately, Ulta Beauty’s campaign underscores how intense audience enthusiasm for a specific television segment can successfully fuel omnichannel advertising spanning broadcast, social networks, and retail environments, granting consumers a chance to physically step inside an entertainment experience they already know and love.