How Ulta Celebrated Pride Month
What’s new: Ulta Beauty celebrated Pride Month in June by spotlighting brands that support LGBTQ+ causes.
What we saw: A display fixture in stores used a “The Beauty of Pride” message to showcase relevant brands.
Shelf trays for Coty’s Sally Hansen Pride nail polish collection touted the brand’s $550,000 donation to Point Foundation’s LGBTQ+ Scholarship Fund.
Displays from Conair’s Scunci and Madison Reed touted contributions to the same cause.
Rainbow-hued shelf trays stocked hairbrushes from Tangle Teezer, which donates to Stonewall Community Foundation, while American International Industries’ Ardell used signage to tout its support of It Gets Better.
Gay-founded skincare brand Beekman 1802 stocked a special edition Bloom Cream, promising to donate all of the profits from the SKU to the Ali Forney Center to support at-risk LGBTQ+ youth.
Peace Out Skincare offered a limited-edition Love Yourself Kit with rainbow acne healing dots, which was positioned on the display alongside a sign touting the brand’s contribution to The Trevor Project.
The fixture also stocked products from Hally Hair, which contributes to Trans Lifeline Organization, and gender-inclusive K-beauty brand good light, which supports True Colors United.
Additional support: Ulta spotlighted the cause with a showcase within Ulta.com and used Instagram and TikTok to spotlight LGBTQ-owned brands, including Ardell and Madison Reed, with a “shop with pride every month” message. Peace Out used Instagram and Facebook posts to direct shoppers to Ulta to buy the Love Yourself Kit.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
