Ulta Beauty forms platform to connect customers, brands

BOLINGBROOK - Ulta Beauty Thursday said it has launched a retail media network, UB Media, to connect customers and its brand partners.

The media network will target Ulta's Ultamate Rewards members, the biggest community of beauty enthusiasts in the industry, the company said. This new platform will deliver a digital strategy for brand partners to personalize consumer engagement, drive growth and fuel measurable returns, Ultra said.

"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."

At launch, the network offers advertising access via off-site display, videos, social and influencer as well as on-site sponsored products.

Bolingbrook-based Ulta Beauty operates more than 1,300 retail stores across 50 states and also distributes its products through its website, which includes a collection of tips, tutorials, and social content.