In a partnership with Universal Studios, Ulta Beauty is introducing a marketing initiative using the upcoming film release of Wicked for its theme.
The company noted that a multi-branded beauty assortment will roll out to all of the retailer’s stores and ulta.com for an October 6 debut. In a Wicked extension, a themed assortment will launch at Ulta Beauty at Target locations.
As part of the promotion, Ulta will exclusively offer R.E.M. Beauty’s limited-edition 9-piece makeup set, designed by Grammy award-winning singer and actor Ariana Grande, who stars as Glinda in the film, a tale based on The Wizard of Oz and a popular Broadway play.
The company pointed out that the Wicked-inspired collection, available at Ulta Beauty and priced from $8 to $60, spans ten product categories with the presentation including Conair hair dryers, styling tools, mirrors, and accessories, OPI nail products in a palette based on the movie’s characters that range from Glinda’s pink shades to Elphaba’s greens, and It Brushes for foundation and blushes in a limited edition Ulta-exclusive line-up featuring accented custom pink and green liquid handles.
Ulta will offer the Wicked collection through December 25, and the company plans to call for front-of-store displays and immersive experiences as part of its overall holiday promotional push. Ulta Beauty Rewards Diamond and Platinum members get early access to shop the collection exclusively on October 1 and 2 on ulta.com or the Ulta Beauty app. Then, shoppers visiting Ulta’s Herald Square, NY and Santa Monica, CA, stores can check out full store takeovers where customers have the chance to walk the yellow brick road through beauty aisles and enjoy Elphaba- and Glinda-inspired makeup salon services.
“At Ulta Beauty, we believe that beauty is a powerful form of self-expression, and our partnership with Wicked allows us to bring that belief to life in an inspiring way,” said Monica Arnaudo, Ulta chief merchandising officer, in announcing the promotion. “This collection invites beauty enthusiasts to embrace their confidence, celebrate and support friendship while discovering the unexpected connections that beauty can create, just as the characters of Wicked do. We’re thrilled to offer an expansive range of transformative products that inspire joy, creativity, and the magic of being true to yourself.”
