Ulta Beauty’s omnichannel holiday marketing initiatives include Roblox

Ulta Beauty is promoting its seasonal offerings via channels that include a popular immersive gaming platform.

In an email to Chain Store Age, a spokesperson for Ulta Beauty explained how the brand is engaging holiday shoppers through a variety of campaigns spanning multiple forms of media — including metaverse gaming — with several partners. 

As part of the strategy, 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.

"The 'Ultaverse' is where beauty and creativity come together in a truly immersive way,"  Agustina Sartori, senior director of innovation experiences at Ulta Beauty and managing director of Prisma Ventures, Ulta's digital innovation funds, said in a statement emailed to Chain Store Age. "With the House of Joy, we’re inviting players to engage with their favorite brands in a whole new dimension, while capturing the magic of the holiday season."

 Sartori added that "gaming is a natural space for beauty because it’s all about self-expression, and the 'Ultaverse' allows us to reimagine how consumers experience beauty." As we continue to grow our presence in gaming, we’re excited to explore new ways to connect our customers with the brands they love, blending the best of physical and digital beauty experiences."