The cosmetics brand brought a line of licensed products based on Netflix’s hit TV show to Ulta Beauty in September as part of an ongoing partnership with the retailer.
Ulta Beauty debuted a limited-edition “Wicked” collection on Oct. 6 tied to the Nov. 22 theatrical release of the Universal Pictures musical about the witches of Oz.
The capabilities include full-funnel insights to help brands launch new products and extending its measurement and optimization ad tech to all advertisers.
The retailer is leveraging the soon-to-be cultural phenomenon by rolling out more than 150 themed products as well as dedicated shop-in-shops and in-store events ahead of the film’s Nov. 22 release.