Bleach Chapter 347:The Lust
Ichigo's mask got broken by the black cero.
Inoue expressed tells Ishida that she wants to go up there.
Ulquiorra asks Ichigo "I have shown you how big different our power are, so why do you still want to challenge me?"
to which Ichigo replies
"No matter how our different our power are, I'll continue to fight you."
After he said that, Ulquiorra says he will seriously go on Ichigo this time.
Then, Ulquiora complets hes transformation(hinting he wasn't through transforming before)