THE WHAT? Ulta Beauty has announced the launch of its retail media network, UB Media, offering brands personalized advertising to connect with its audience of beauty enthusiasts.

THE DETAILS The US retailer’s Ultimate Rewards members are said to be the biggest community of beauty enthusiasts in the industry. To bring the new network to life, Ulta Beauty enriched its portfolio of ad products and channels and will continue to do so in real time. At launch, it offered advertising via off-site display, videos, social and influencer as well as onsite sponsored products.

THE WHY? Brent Rosso, Vice President, UB Media, noted, “UB Media harnesses the power of our unmatched, first-party data from our 37 million loyal members to transform the way our brand partners can connect with beauty lovers. No one knows the beauty industry and its audience like Ulta Beauty. Our new offering reinforces our ability to engage guests where, when, and how they want to connect, with hyper-focused advertising efforts in a dynamic ecosystem and further elevates our position as brand partner of choice.”