Ulta Beauty has launched two new digital experiences in recognition of Mental Health Day: an online digital community and a content-rich platform designed to support The Joy Project, the retailer’s initiative to “make beauty a force of good for all.”
The Ulta Beauty Community will serve as an inclusive digital space where beauty enthusiasts, employees, loyal customers and others can share their personal beauty routines, tips and personal stories, while also gaining access to exclusive content from industry experts. The community has four distinct groups — Makeup is Magic, Skincare>Everything, Love is in the Hair and Haul Yeah!
The beauty retailer also has launched The Joy Hub, a dedicated section of Ulta.com that features expert commentary and content from members of The Joy Council — including author Deepak Chopra, who is also Ulta’s honorary Chief of Joy. The hub provides visitors with on-demand access to video content focused on mindfulness and emotional well-being so they can cultivate joy in their daily lives.
A cornerstone of The Joy Hub’s content strategy is The Joy Of…, a new podcast series featuring inspiring interviews with leading voices in the beauty world, influencers and mental health advocates. Hosted by Michelle Crossan-Matos and Crystal Carroll, heads of PR at Ulta Beauty, each episode will explore the unique ways beauty and joy intersect.
“At Ulta Beauty, we believe in the power of community, and we are proud to be a place where everyone can explore and celebrate the world of beauty together,” said Michelle Crossan-Matos, Chief Marketing Officer at Ulta Beauty in a statement. “As beauty and mental health are deeply connected, we’re launching these initiatives on World Mental Health Day, to inspire people to think about beauty as a holistic experience that nurtures both the mind and body — and community as a forum for finding and sharing joy in their everyday lives.”
Advertisement
