Ulta Beauty brings inclusion, wellness initiatives to Miami Art Week
Ulta Beauty is offering joy-focused experiences at this year’s annual Miami Art Week event.
The nation’s largest beauty retailer said in an email to Chain Store Age that it will build on its brand equity platform, called The Joy Project, and Ulta Beauty Joy Council (an advisory group of happiness and wellness experts headed by well-being expert and author Deepak Chopra M.D.) during Miami Art Week, Dec. 3-8, 2024.
Ulta Beauty is debuting a series of activations during the popular event that include the "House of Joy" experience. Created in partnership with Gallery Media Group, the activation is described as a cultural experience that promotes self-expression, creativity and inclusivity through beauty. It will take place on Saturday, Dec. 7 from noon – 3 p.m. at the Sacred Space event center, and will feature hair and makeup services from Ulta stylists, "joyful" photo moments, a permanent bracelet station, music and beauty giveaways.
Ulta's other events during Miami Art Week include"
- Meet & Greet w/ Joy Council Member Ally Love: Ulta Beauty Joy Council Member, Peloton instructor, TV host and Love Squad CEO Ally Love will meet with consumers at a local Ulta store in Miami from 4-6 p.m. on Thursday, Dec. 5 to discuss what brings her joy and her favorite holiday products.
- The Wellness Oasis panel featuring Ulta Beauty: Ulta has partnered with The Wellness Oasis, a group of mental health experts and advocates, to host a panel Friday, Dec. 6 at 2:15 p.m. with Ulta chief marketing officer Michelle Crossan-Matos and Joy Council members Ally Love and Laurie Hernandez, as well as star athlete Ashlyn Harris, in conversation with host Devi Brown on how to find and achieve joy.
[READ MORE: Ulta Beauty launches inclusive digital space, wellness initiatives]
Other highlights of the beauty giant’s seasonal promotional strategy include:
- 'Holiday Hotline' offers celebrity gift advice on social media: Starring "Saturday Night Live" cast member Ego Nwodim and actress Justine Lupe, the "Holiday Hotline" video series features cameos from influencers and associate ambassadors participating in its Ulta Beauty Collective, delivering expert tips to customer feeds. In addition, the "Joy on The Streets" social video series returns for a second holiday season with a new host, Olympic champion, mental health advocate and Ulta Beauty Joy Council member Laurie Hernandez, who is seen surprising strangers on the streets of New York City with trivia.
- Through Tuesday Dec. 31, 2024, Ulta is offering holiday-themed adventures, called "House of Joy," on the Roblox metaverse gaming environment. Featured brands in the promotion include Bubble, Too Faced, and Juice Beauty. Participating consumers complete tasks and mini-games to earn exclusive virtual avatar prizes. In addition, the retailer’s UBMedia retail media network is running its first-ever Roblox campaign.
- 'Find Joy in the Present' holiday commercial: Streaming now on digital and linear TV, this holiday spot is designed to captures the unexpected moments of joy that unfold when strangers become friends while stuck in an elevator.
- Hallmark holiday partnership: Ulta Beauty and Hallmark have teamed up to create three 30-second mini-movie spots starring Hallmark actress Hunter King, showcasing Ulta Beauty’s seasonal beauty products and salon services.
