“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.”
Ulta Beauty has established itself as the number one name in the beauty industry in the U.S., renowned for its extensive product portfolio and commitment to delivering exceptional customer experiences. Catering to beauty enthusiasts nationwide, Ulta offers an unparalleled selection of makeup, skincare, and wellness products while fostering inclusivity and empowerment. As a market leader in the e-commerce beauty space, Ulta is dedicated to innovation and elevating its digital presence to deepen customer relationships and create lasting connections.
<sprscript-green>The Challenge<sprscript-green>
Overcoming engagement barriers in a competitive landscape
Ulta Beauty faced several significant challenges in engaging their audience beyond traditional transactions:
- Competitor-led Community Dominance: One of their main competitors, Sephora, owned and operated a popular brand-loyal community, leaving Ulta at a strategic disadvantage.
- Lack of Platform Engagement: Users predominantly engaged with Ulta’s platform for purchases, with minimal interaction outside of transactions. This limited opportunities to foster loyalty or create a deeper brand connection.
- Need for First-Party Data: Without active user interactions on their platform, Ulta struggled to gather first-party data essential for cross-selling and upselling products effectively.
Ulta needed a way to inspire ongoing engagement, foster loyalty, and tap into the growing demand for interactive digital experiences.
<sprscript-green>Why Social+?<sprscript-green>
The scalable choice for social in-app engagement
Ulta Beauty sought a solution that could enable them to build a vibrant, community-centric experience within their platform. Social+ emerged as the ideal partner for several reasons:
- Integrated Social Layer: Social+ offered the flexibility to seamlessly embed a social community directly into Ulta’s platform, ensuring users stayed engaged without leaving the ecosystem.
- Influencer and Brand Collaboration: The platform enabled Ulta to bring brand partners and influencers into the community, adding value with exclusive insights, promotions, and authentic interactions.
- Scalability: Social+ provided a comprehensive suite of SDKs for not just social features but also chat and video interactions, allowing Ulta to evolve their platform capabilities over time.
<sprscript-green>Implementation and Use Case<sprscript-green>
Creating a hub for beauty enthusiasts to connect and share
Ulta Beauty worked closely with the Social+ team to launch the Ulta Beauty Community, first available on their website. This initiative introduced curated discussion groups tailored to their audience, such as:
- Skin Care > Everything: A hub for users to discuss skincare routines, products, and tips.
- Makeup is Magic: A space for enthusiasts to share favorite looks and makeup techniques.
- Haul Yeah!: A lively area for showcasing purchases and exchanging product recommendations.
The community allowed users to connect with each other while brand partners and Ulta team members contributed engaging and educational content. This collaborative approach created a rich, interactive experience that fostered trust and loyalty among users.
<sprscript-green>Results and Impact<sprscript-green>
Driving deeper connections and setting new industry standards
Ulta Beauty launched their new online community platform in celebration of World Mental Health Day, a move that has resonated deeply with their audience and is steadily gaining traction. Since its introduction, the community has seen a growing rate of adoption, with more users actively participating in discussions, sharing insights, and interacting with brand partners. This enhanced engagement has led to users spending more time on Ulta’s platform, exploring content and forming connections that go beyond transactions, setting a new standard in the industry.
<sprscript-green>Future Plans<sprscript-green>
Expanding engagement across the entire customer journey
Looking ahead, Ulta Beauty plans to embed social features across the customer journey, from product browsing integrated with relevant discussion threads to in-store interactions linked to community rewards. With Social+ as a trusted partner, Ulta is also exploring advanced features such as livestream events and chat capabilities to further enrich the Beauty Community experience.
