Why Drake Gave Ulta an Exclusive Scent
What’s new: Better World Fragrance House, a brand from five-time Grammy-winning rapper Drake, launched a Summer Mink scent exclusively at Ulta Beauty in May as part of an ongoing partnership.
What we saw: A display table in stores touted the scent as "new & exclusive," offering samples to try. The table stocked the perfume in three sizes (priced between $37 and $148) along with three varieties of nationally available scented candles (priced between $48 and $80).
Additional support: Better World Fragrance House and Ulta plugged the launch on Facebook and Instagram. The product was also promoted with a 3D billboard in New York's Times Square.
More context: Better World Fragrance House launched as a direct-to-consumer brand in January 2024 before making its brick-and-mortar debut at Ulta in October 2024. The launch event in New York featured a giant scented candle that was placed outside the store for passersby to smell and sign. The event series continued in Chicago that November.
Ulta regularly seeks exclusives from celebrity brands. Kylie Jenner’s direct-to-consumer brand Kylie Cosmetics made its retail debut at Ulta in 2019 and gave Ulta an exclusive perfume in March. Beyonce Knowles-Carter’s hair care brand Cecred launched at Ulta in April with a first-of-its-kind salon integration.
- 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.
