Ulta Beauty launches retail media network targeting US-based consumers

20 May 2022 --- US-based Ulta Beauty has launched a retail media network, UB Media, to allow brands to reach beauty enthusiasts across a nationwide membership-based audience.

“UB Media harnesses the power of our unmatched, first-party data from our 37 million loyal members to transform the way our brand partners can connect with beauty lovers,” says Brent Rosso, VP at UB Media.

The company is marketing UB Media as providing the means for a digital strategy so brand partners can personalize consumer engagement and drive returns and growth. 

“Our new offering reinforces our ability to engage guests where, when and how they want to connect with hyper-focused advertising efforts in a dynamic ecosystem and further elevates our position as brand partner of choice.”

Retail media in modern times
Ulta Beauty recognizes that retail media networks are becoming more important in modern marketing for retailers. Networking opportunities also provide ways to strengthen brand partnerships. 

“Ulta Beauty actively and proudly ideates and executes opportunities for growth for and with its brand partners,” says the company.The company is marketing UB Media as providing the means for a digital strategy so brand partners can personalize consumer engagement and drive returns and growth. 

UB Media builds up on Ulta Beauty’s Digital Marketing Partner Program to provide opportunities for brands to leverage its Ultamate Rewards program. This also taps into the ever-evolving omnichannel environment.

UB Media’s social media reach
The new network offers advertising access via offsite display, videos and influencers and onsite sponsored products.

“Onsite display inventory on Ulta Beauty-owned properties is one of several new, core offerings activated this year. This full suite of ad inventory, experiences and value-added services will be supplemented with additional formats in the future,” details the company. 

This allows the company to develop a means to help grow and ease the creative process for brand partners – reducing turnover time and delivering quicker to the market. “Additionally, brand partners using UB Media will have access to closed-loop campaign level reporting, including audience and creative insights,” adds the company. 

Among other recent activities in US retail space this month, lash and brow service company Deka Lash and augmented reality retail provider FaceCake offered consumers the chance to virtually try on the Deka Lash’s lash extensions for a time-efficient solution.

In other developments, US singer-songwriter Toni Braxton partnered with Accelerate360 to support the growth of TMB Beauty, Toni’s beauty enterprise. Accelerate360 offers brands and retailers omnichannel fulfillment and third-party logistics solutions and marketing and content opportunities through its media group, A360 Media. 

Edited by Venya Patel