Ulta Beauty is a powerhouse in the retail and beauty industries, combining innovation and a customer-first philosophy to create unparalleled experiences. With more than 1,400 stores and more than 50,000 associates, Ulta Beauty has redefined what it means to connect with beauty enthusiasts.
In this episode of The Speed ​​of Culture podcast, Suzy founder and host Matt Britton speaks with Michelle Crossan-Matos, Chief Marketing Officer of Ulta Beauty. They explore the transformation strategies behind the brand’s success, from omnichannel innovations to AI integration and The Joy Project.
Her vision for the future of beauty shows why Ulta Beauty is not just a retailer but an empowering force in the lives of its customers.
Crossan-Matos especially hopes that new brands will consider contacting the retailer. “They may be thinking, ‘I don’t have huge marketing dollars to drive awareness.’ How can I grow my brand? »And that’s where Ulta Beauty shines: we pride ourselves on being the ultimate brand creators.
With a career spanning global leadership roles, including his time at Samsung, Crossan-Matos has a proven track record of transforming and delivering results. She was recently named to Forbes’ Entrepreneurial 50 Awards and received Advertising Week 2024’s Future Is Female Award.
Listen to Michelle Crossan-Matos on The Speed ​​of Culture podcast to hear how Ulta Beauty is redefining retail, leveraging technology, and inspiring joy in its consumers’ lives.
Key points to remember:
01:33-03:43 Transferable skills from technology to beauty — Michelle explained how her previous experience in technology shaped her approach to marketing at Ulta Beauty. Drawing on her expertise in strategy, transformation and innovation, she highlighted the importance of forecasting customer needs, not only in the present but in the years to come. His focus on understanding micro and macro trends allows him to anticipate customer desires and solve their problems. For example, Michelle highlighted how her team prioritizes creating seamless omnichannel experiences to adapt to changing consumer behavior. By combining technology foresight with a consumer-first approach, brands can position themselves to thrive in a rapidly evolving market.
04:12-06:21 The role of brick and mortar in beauty — Despite the rise of e-commerce, Michelle highlighted the irreplaceable value of Ulta Beauty’s in-store experiences. She described the joy of testing products in person, showing how retail spaces foster discovery and foster human connections. Her personal experience of spending 20 minutes choosing a lipstick shade highlights the unique value of tactile experiences in beauty. Brands that create physical environments conducive to sensory and discovery-driven experiences build deeper, more emotional connections with their consumers. Michelle also oversees e-commerce at Ulta Beauty, recognizing that today’s guests are looking for an omnichannel experience. By seamlessly integrating digital and in-store touchpoints, Ulta Beauty ensures its customers can explore, discover and connect wherever they are.
09:10-10:10 AI-driven personalization — Ulta Beauty’s collaboration with Adobe reflects its commitment to real-time personalization powered by AI. Michelle explained how integrating AI into its Ulta Beauty Rewards loyalty program allows Ulta Beauty to provide timely and personalized recommendations, such as suggesting a specific lipstick shade for a Halloween look . This approach fosters a sense of individual engagement that strengthens customer loyalty. By integrating AI throughout the consumer journey, brands can amplify personalization and build trust with their audiences, creating lasting connections.
5:59 p.m. – 7:45 p.m. The Joy Project: Fighting the inner critic — The Joy Project stands out as one of Ulta Beauty’s most transformative campaigns, empowering consumers to overcome their inner critics. Research has found that self-doubt often inhibits joy, prompting Ulta Beauty to position itself as a source of empowerment and positivity. Initiatives like the largest Compliment Channel, featuring influencers and store associates, The Joy Council and new podcast The Joy of… embody Ulta Beauty’s mission to make beauty a force for good. By eliminating emotional barriers and fostering a culture of trust, Ulta Beauty deepens its relationship with its customers while redefining beauty as a source of joy and self-expression.
28:41-30:21 Bravery as a leadership superpower — Michelle’s leadership philosophy is rooted in courage, which she describes as the foundation for an extraordinary career and life. She shared fascinating stories of bold decisions, from transitioning internationally to accepting transformative roles. Michelle emphasized that courage involves balancing intuition with data-driven decisions while remaining focused on long-term goals. Leaders who take courageous action inspire innovation and create environments where teams feel empowered to take risks and push boundaries, ultimately driving their organization’s progress.
