Gallery: Beyonce's Hair Care Brand Gets Star Treatment in Historic Ulta Launch
Cecred, the hair care brand founded by Beyonce Knowles-Carter, rolled out to Ulta Beauty’s more than 1,400 stores nationwide on April 6, just over a year after the brand’s official launch.
P2PI visited one store in Algonquin, Illinois, to see how the specialty retailer is hyping up its biggest prestige hair care launch and partnership to date, complete with a first-of-its-kind salon integration.
Product Assortment
The full assortment, available in stores and online, ranges from $16 to $56. The product offerings include shampoos and conditioners, hair oils and lotions, treatment masks, special product bundles, and brushes and combs.
In-Store Activation
The exclusive retail partnership is highlighted with prominent exposure and branded elements in Ulta stores and salons across the country.
This includes custom merchandising fixtures, including an eye-catching front-of-store presentation/display, a commanding top shelf display on the gondola and a permanent endcap. It also includes branded banners windows and at checkout, including custom, life-size, shoppable displays of the patent-pending bottles at select locations.
The displays and signage aesthetic mirrors the brand’s packaging, featuring neutral colors and shades of white and grey, while also showcasing a range of diverse models and hair types.
Salon Integration, Activation
Additionally, Ulta will launch a first-of-its-kind salon integration at all 1,400-some The Salon at Ulta Beauty locations, to showcase the product's “transformative results” to guests, including backbar products, a permanent menu of Cecred salon services and ongoing salon events, according to a media release.
In the salon area, floor clings and signage affixed to salon chairs promote the brand’s arrival and hair benefits, while “Cecred” signs cling to each station’s mirror.
Additionally, Ulta’s 7,000 stylists will be trained on the science and efficacy behind Cecred products.
The permanent services offered at The Salon at Ulta Beauty include a Cecred Scalp Revival, a Cecred Protein Bounceback Treatment and a Cecred Hydration & Repair Treatment.
"My roots as a professional started when I was a salon owner, so I know firsthand the power of delivering transformative hair care in the chair," Tina Knowles, Cecred's vice chairwoman and Beyonce’s mother, said in the release. "We want to replicate that feeling in the aisle, and Ulta Beauty is the perfect partner to help bring this vision to life."
Branded Salon Event
Starting May 18, Cecred and Ulta will launch a first-of-its-kind brand-dedicated salon event on an ongoing basis. Dubbed “Cecred Sundays,” the event will take place weekly across a select 200 salon locations.
The recurring event will offer exclusive Cecred Sunday services. Guests will also receive a complimentary mini Temple Oud candle with any Cecred service during the event.
Other Promotional Activity
Beyond in-store support, the retailer is giving the brand the spotlight online through prominent website and mobile app ads as well as a dedicated brand shop and detailed email blast.
The retailer is also offering a free cosmetic bag gift with $45 Cecred purchases for a limited time.
Social media activity from Ulta, Cecred and paid and unpaid influencers also supports.
"Launching Cecred exclusively at Ulta Beauty is an exciting milestone for both of us and a reflection of our commitment to partner with brands that work for everyone," added Kecia Steelman, CEO of Ulta. "From our inclusive brand assortment and best-in-class services to the passionate associates delivering unmatched experiences on our sales floor and in our salon chairs, we offer the perfect landscape to introduce this brand in a unique and engaging way. We are honored to co-create a vision that will delight our guests and drive success for both of our businesses.”
