Ulta Showcases Women Athletes in Omnichannel Campaign
Ulta Beauty created its first-ever collective of professional female athletes who embody confidence and resilience to encourage young consumers to stay in the game.
The Ulta Beauty Roster features six athletes across a mix of established and emerging sports including basketball, tennis, soccer, volleyball, flag football and pickleball. The Roster comprises:
- Anna Leigh Waters, a professional pickleball player.
- Dearica Hamby, a basketball player with the WNBA's Los Angeles Sparks.
- Emma Navarro, a Women’s Tennis Association (WTA) player.
- Madisen Skinner, a professional indoor volleyball player for LOVB Austin.
- Midge Purce, a professional soccer player for Gotham FC and the U.S. Women's National Team.
- Vanita Krouch, quarterback of the U.S. National Women’s Flag Football Team.
The Ulta Beauty Roster is being communicated through omnichannel marketing and digital content. Focusing on beauty and empowerment, the effort shares the beauty routines and rituals of the athletes that give them confidence, while giving back to local communities nationwide. The retailer hopes to inspire young girls and athletes to follow suit.
Ulta Beauty is reinforcing its commitment to help girls stay in the game by uniting these accomplished women as role models, dedicated to creating a future where every young woman feels empowered to unlock their limitless potential.
"As women’s sports continue to redefine what strength looks like, beauty has become an integral part of how athletes express their confidence, identity and authenticity,” Kelly Mahoney, chief marketing officer at Ulta Beauty, said in a media release. "We created the Ulta Beauty Roster because these incredible women embody the transformative power of both sport and beauty. …Through this initiative, we're not only celebrating their remarkable achievements but also inspiring the next generation to see that when we bring together beauty and athleticism, the possibilities are beautiful."
As part of the initiative, Ulta Beauty will also launch an annual Roster for Change grant program, designed to provide critical support to local communities and sports organizations in need. This grant program aims to address the rate at which girls drop out of sports by offering targeted, on-the-ground assistance tailored to each winner’s specific needs, including funding for participation fees, equipment, team transportation, facilities upgrades, amenities in locker rooms and more.
Shoppers will also be able to explore Ulta Beauty Cards, digital trading cards featuring the six Ulta Beauty Roster athletes. Unlike conventional trading cards, which focus on performance data, Ulta Beauty Cards celebrate the deeper attributes that drive athletic success, like confidence, self-expression, tenacity and strength.
Dedicated social cards for each athlete will highlight their "powers" and essential beauty products from Ulta Beauty to both honor their achievements and serve as a product discovery platform, introducing fans to their high-performance beauty essentials.
