Concert season is in full swing and Ulta Beauty is getting in on the action as the official beauty retail partner of Beyoncé’s Cowboy Carter Tour.
Building off Ulta’s recent exclusive launch of Beyoncé’s hair care line Cécred, the partnership aims to brings fans an unforgettable summer of beauty, artistry and self-expression through exclusive access to Cowboy Carter-inspired beauty looks, curated product assortments, immersive experiences and Beyoncé’s beauty brands — including a brick-and-mortar retail debut for the singer’s fragrance, Cé Lumière by Beyoncé Parfums. The fragrance will be available for a limited time in select Ulta Beauty stores and on Ulta.com, marking the first time it’s been sold outside of Beyoncé’s official website.
Fans also are invited to attend live masterclasses with Ulta Beauty Pro Artists at select store locations on May 7 in Los Angeles and May 21 in New York City. And fans everywhere can get Cowboy Carter Tour beauty looks on-the-go with a GLAMlab virtual try-on experience within the Ulta Beauty app.
“Ulta Beauty sits at the intersection of beauty, culture and self-expression — and this summer, there’s no bigger cultural force than Beyoncé’s Cowboy Carter Tour,” said Kelly Mahoney, Chief Marketing Officer at Ulta Beauty in a statement. “From makeup and skincare to hair and fragrance, beauty is how fans show up for the moment, and we’re proud to be their destination for turning inspiration into expression.”
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Concert and festival season has become a big moment for Gen Z-focused brands to engage with their communities. Earlier this month at Coachella, the first big festival of the season, Pinterest, Pacsun and Ulta Beauty, among many other brands, all showed up with on-site activations.
