Who it’s for
Beauty, skincare, haircare and wellness brands stocked at Ulta who want media planned against the Ultamate Rewards audience.
- Years working with beauty brands
- 12+Years working with beauty brands
Beauty is the category we have worked in longest, and the one where a generic retail media plan does the most damage.
What is specific about beauty
Shade and size proliferation means the same product exists as a dozen SKUs with wildly different velocity. Seasonality is dictated by gifting and prestige launch calendars, not the general retail year. And a launch can be decided by its first thirty reviews, which makes review generation a media concern rather than a CRM one.
The Ulta audience
Ultamate Rewards gives Ulta unusually good first-party data, and the shopper is in the category deliberately rather than incidentally. That combination means narrower reach but much higher qualification — which suits new-product launches and trade-up messaging better than broad reach buys do.
How we run it
On-site placements planned against your actual assortment and shade depth, off-site reach timed to launch and gifting windows, and creative built for a shopper comparing within the category rather than discovering it.
We treat the retailer page as part of the buy, not as someone else's job.
Ulta Beauty Media Network: common questions
Why does beauty need category-specific handling?
Shade and SKU proliferation, heavy seasonality around gifting and prestige launch calendars, and a review dynamic where a handful of early ratings can decide a launch. Generic retail media plans miss all three.
How does UB Media compare to Amazon for a beauty brand?
Intent is higher and the audience is narrower. Ulta shoppers are in the category on purpose. Amazon gives scale and Ulta gives qualification, so they tend to be complements rather than alternatives.
Do you handle the retail content as well?
Yes — imagery, copy and shade-level detail on the retailer page, since that is what the media is buying traffic to.