Ulta Uses QR Codes, Creator Content to Drive Engagement Around Beyonce's Tour
Ulta Beauty is extending its partnership with Beyonce’s Cecred brand through a campaign that blends creator-led inspiration, in-store merchandising and digital content to engage beauty shoppers across touchpoints.
As the exclusive beauty retail partner of Beyonce’s “Cowboy Carter” tour, Ulta has launched a “Get the Look” experience that invites fans and concertgoers to shop curated beauty looks inspired by the tour’s city stops. The program is activated across channels through QR-code-enabled store displays, a dedicated Ulta.com landing page, and virtual try-on functionality via Ulta’s GLAMlab app.
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Connecting Content and Commerce
The campaign’s key hook is interactivity. In stores, P2PI spotted branded floorstand displays prompting shoppers to “scan for exclusive access to the looks.” QR codes lead to a digital experience where users can explore curated product selections, view creator tutorials and purchase items inspired by tour cities, including Atlanta; Houston; Washington, DC; and New Jersey.
Looks are reimagined by creators (such as Bravo personality Ciara Miller) who translate the tour’s fashion and glam into shoppable beauty inspiration using Ulta’s assortment.
While the displays are not explicitly Cecred-branded or labeled as part of the tour, they currently link to a Cowboy Carter-themed hub on Ulta.com. In-store merchandising includes a small but relevant assortment of featured products — including from Cecred, Milk, Tarte and Bubble — that correspond with the online looks.
The activation builds on the retailer’s April launch of Cecred, Beyonce’s prestige hair care line, which was supported with one of Ulta’s largest in-store merchandising efforts to date. That rollout included a custom front-of-store display, a branded endcap and the launch of a recurring “Cecred Sundays” salon event series across 200 locations.
With Get the Look, Ulta shifts from spotlighting the product line to celebrating the cultural energy around Beyonce’s tour — using beauty content as a bridge between fandom and commerce.
The experience is amplified by social media content from Ulta’s creator partners. While the retailer has long invested in influencer marketing and branded tutorials, this activation represents a more integrated effort to merge physical retail with digital storytelling — echoing broader retail media and shopper marketing trends.
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