Ulta Beauty Launches UB Media To Help Brands Reach 37 Million ‘Ultamate Rewards’ Members

Ulta Beauty has launched a retail media network called UB Media.

Through the network, the beauty retailer will offer brands what it calls “addressable advertising leveraging its Ultamate Rewards members.” The result, it says, will help brands create a winning digital strategy for brand partners to personalize consumer engagement, drive growth and fuel measurable returns.

Ulta Beauty says it as enriched its portfolio of ad products and channels, and will continue to do so. At launch, the network offers advertising access via offsite display, videos, social and influencer as well as onsite sponsored products. Onsite display inventory on Ulta Beauty-owned properties is one of several new, core offerings activated this year. This full suite of ad inventory, experiences and value-added services will be supplemented with additional formats in the future, according to the brand.

“UB Media harnesses the power of our unmatched, first-party data from our 37 million loyal members to transform the way our brand partners can connect with beauty lovers,” said Brent Rosso, vice president, UB Media. “No one knows the beauty industry and its audience like Ulta Beauty. Our new offering reinforces our ability to engage guests where, when, and how they want to connect, with hyper-focused advertising efforts in a dynamic ecosystem and further elevates our position as brand partner of choice.”

UB Media builds upon the company’s existing Digital Marketing Partner Program to provide more opportunities to leverage its rewards program to create more iterative opportunities within the ever-evolving omnichannel environment.

Ulta Beauty says it as enriched its portfolio of ad products and channels, and will continue to do so. At launch, the network offers advertising access via offsite display, videos, social and influencer as well as onsite sponsored products. Onsite display inventory on Ulta Beauty-owned properties is one of several new, core offerings activated this year. This full suite of ad inventory, experiences, and value-added services will be supplemented with additional formats in the future.

Ulta Beauty says its has created means to make the creative process easier for brand partners with the intent to reduce turnover time and deliver more agility and quicker speed to market. Additionally, brand partners using UB Media will have access to closed-loop campaign level reporting including audience and creative insights.

Earlier this year, Ulta announced a partnership with IRI.

Ulta  Beauty operates more than 1,300 retail stores across 50 states. It was  recently added to the Bloomberg Gender Equality Index, which tracks the financial performance of public companies committed to supporting gender equality through policy development, representation, and transparency.