Ulta Beauty, building on its Joy Project marketing program designed to promote customers’ sense of well-being, is introducing a new digital platform, the Ulta Beauty Community, and related wellness initiatives.
The company asserted that the initiatives underscore its ongoing commitment to making beauty and joy more accessible for all while fostering an inspiring destination for connection, self-care and holistic well-being.
Ulta scheduled the initiatives to launch on October 10 in celebration of World Mental Health Day. As such, Ulta Beauty Community arrives as an inclusive digital space allowing beauty enthusiasts to share personal stories, beauty routines and self-care tips, the company noted, while gaining access to expert advice and exclusive content. It consists of four groups: Makeup is Magic, Skincare>Everything, Love is in the Hair and Haul Yeah! Community members can post content, upload photos and share in the joy of beauty discovery, Ulta maintained.
The Joy Hub, a digital destination at the heart of Ulta Beauty’s community efforts, operates as a dedicated section of ulta.com that will provide expert commentary and content from The Joy Council, a collective of mental health and holistic well-being experts, the company stated. The Joy Hub offers inspirational video content that promotes mindfulness and emotional well-being. It is designed to provide consumers with the tools they need to cultivate joy in their daily lives, Ulta stated.
The Joy Of… podcast series features interviews with beauty authorities, influencers and mental health advocates. Michelle Crossan-Matos, chief marketing officer, and Crystal Carroll, head of PR at Ulta, host each episode. The company indicated that each episode explores unique ways beauty and joy intersect in everyday lives and contribute to overall well-being.
“At Ulta Beauty, we believe in the power of community, and we are proud to be a place where everyone can explore and celebrate the world of beauty together,” said Crossan-Matos in announcing the initiatives. “As beauty and mental health are deeply connected, we’re launching these initiatives on World Mental Health Day to inspire people to think about beauty as a holistic experience that nurtures both the mind and body and community as a forum for finding and sharing joy in their everyday lives.”
