Ulta Beauty has signed on as the official beauty retail partner of Beyoncé’s Cowboy Carter Tour and has tied that sponsorship to a marketing campaign that taps influencers and its own Beauty Pro Team.
The company recently conducted the exclusive launch of Beyonce’s hair care line, CÉCRED. As the Beyoncé”s tour moves from Los Angeles to Chicago, East Rutherford, NJ, Houston, Washington, D.C. Atlanta, and Las Vegas, Ulta will debut seven beauty looks inspired by each tour stop in collaboration with local “hero” influencers. The initiative will have components in stores, online and across social media, Ulta noted.
Plans call for the company to unveil the first of the beauty looks on April 28. In addition, Ulta will promote a curated, tour-inspired assortment of makeup, skincare and CÉCRED haircare products at all store locations and on ulta.com. In association with the other tour-linked events, consumers visiting select stores will have the chance to attend live masterclasses with Ulta Beauty Pro artists on May 7 in Los Angeles and May 21 in New York City. Ulta put together the Pro team, a line-up of beauty artists and educators, in 2017
“Ulta Beauty sits at the intersection of beauty, culture, and self-expression, and this summer, there’s no bigger cultural force than Beyoncé’s Cowboy Carter Tour,” said Kelly Mahoney, Ulta chief marketing officer. “From makeup and skincare to hair and fragrance, beauty is how fans show up for the moment, and we’re proud to be their destination for turning inspiration into expression.”
