THE WHAT? SOS has announced an exclusive partnership with Ulta Beauty aimed at boosting in-store product discovery.

THE DETAILS The wellness on-the-go firm will offer Ultamate Rewards members complimentary travel-sized products from vending machines in participating Ulta branches. The initiative will launch in 10 locations across the US with different samples offered each week. Non-member guests can sign up and create an account at the machine to receive their gift.

THE WHY? Susanna Twarog, co-Founder and co-CEO of SOS, reveals, “We’re proud to be recognized by Ulta Beauty to help transform their in-store sampling program and build upon their retail media network with digital in-store advertising. Our partnership not only reinforces our mission to help consumers discover new products when and where they want them, but it provides opportunities for Ulta Beauty to drive growth for brand partners through personalized customer engagement, sampling, media and data collection.”