Inclusion at Ulta Beauty
Ulta Beauty has drastically grown in the last decade with sales booming in billions of dollars. Yet how have they reached that kind of revenue? Their community. Ulta has taken its marketing to the next level by utilizing multiple social media sites to create a strong community around its brand. From Instagram to TikTok, they have utilized these social sites to create a community where everyone feels like they belong. Ulta highlights many different topics within the beauty and social industry to be an inclusive brand.
With over 7 million followers, Ulta Beauty has grown into a company that prides itself on being an inclusive company. Being an inclusive company, they have created a community via social media sites that get their customers to continue to shop with them while connecting online. Ulta Beauty shares how they support black-owned and founded products and Latin-owned and founded products. They have also been continuously encouraging others to share what brings them joy. Ulta has been focusing on their Joy campaign where they are encouraging their community members to share what brings them joy in any aspect of their life.
On TikTok, Ulta posted this video about Latin Heritage Month utilizing Latin-owned and founded products. This video received 4.8k likes, 53 comments, and almost 200 saves. Ulta is trying to connect with members of their community and include people from all different backgrounds.
I do think that Ulta is doing a great job of establishing what they believe in and creating a community around it. Ulta is all about inclusion and is not limited to just beauty products. They have been reaching such a wide audience and have done very well with being inclusive and putting out that everyone matters no matter the background. Their strategy is working as they have over 7 million Instagram followers and 3.6 million likes on TikTok. My only concern would be that since they are reaching such a wide audience, community member's voices could get lost since they are so many members. But, from their social media sites, they seem to be able to moderate such a large community and continue to grow. As Ulta Beauty grows and communities change over time, I do not doubt that Ulta Beauty will still be an inclusive brand and will continue to have a strong community with their customers.
