Ulta Beauty is on a mission to bring joy to its customers and the world more broadly by flipping the narrative around beauty from negative to positive.
Leading the charge is CMO Michelle Crossan-Matos, who joined the beauty retailer in early 2023 to lead marketing efforts, from upper-funnel brand campaigns to lower-funnel performance ads and the company’s retail media network, as well as its 44 million-member strong loyalty program.
Under Crossan-Matos, Ulta has pledged to create 10 million moments of joy. Central to the Joy Project are Ulta’s retail associates, who are becoming the face of Ulta’s brand through its Beauty Associate Ambassador program.
In this episode, Crossan-Matos chats about how Ulta is keeping up with a changing beauty landscape and why having a strong purpose is essential for brand success.
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