Here’s Why Cécred Launched in Ulta Beauty
Meet your customers where they’re at.
The fundamentals of marketing are the 4 P’s, yet “place” doesn’t get nearly enough attention. Where people find your product matters just as much as the product itself. And this is definitely a Marketer’s business.
Today, Cécred marked its one-year anniversary with a multi-channel announcement on social: launching in 1,450 Ulta stores across 50 states, “prominent, front-and-centre with life-sized fixtures and bottle amplification.” – Kecia Steelman, Ulta Beauty CEO via WWD 🇺🇸👌🏾
Just being online isn’t enough anymore, a brick-and-mortar presence is now a key part of the marketing mix.
I look at every promotional decision through the lens of the consumer, and for this product, here’s what their most common target audience looks like:
Coily or curly hair
Regularly uses heat styling
Working/affluent woman
Values investing in premium haircare
Owns or is beginning to understand the importance of science-backed products
The comments under Beyoncé’s post? “FINALLY!!!” But there was also some scepticism, questioning the constant stream of product releases. (That’s a conversation for another post.) The real takeaway from this launch? Accessibility. No minimum spend for free shipping. No need to wait for delivery. Just immediate access to test, feel, and buy the product. Existing in the same “place” as your competitors levels the playing field. Competitor analysis isn’t just about watching what others are doing, it’s about positioning yourself strategically.
I’m obsessed with competitor analysis for every brand I work with, and I force them to see the value in it because knowing which offline moves to make is just as crucial as the online content they want me to create.
So, here’s how some of the biggest haircare brands stack up against each other, based on their EMV (media impact based on engagement, impressions, and video views) via Kolsquare, all are already stocked at Ulta Beauty.
💰 Olaplex – $170M
💰 Ouai – $140M
💰 K18 – $131M
💰 Cécred – $76M
💰 Bread – $8M
DTC has its advantages for consumers: direct access to the brand, loyalty perks, and the convenience of shopping from anywhere. Simply put, It’s great for those who have made their way through the funnel or heard the trusted review of a KOL they follow, know what they want and are ready to buy with a click. But when it comes to discovery, trust, and the full shopping experience, retail still holds weight.
My recent trip to Ulta Beauty in Dallas, a quick 10-minute Uber from my family’s home, was a reminder of what real convenience looks like for U.S. consumers. And with 64% of Cécred’s Instagram and TikTok audience based in the U.S., this consumer-centric decision makes complete sense.
If you’ve been to Ulta Beauty recently, you’ll know it has a feminine aura. The shopping experience is seamless, the layout is aesthetically pleasing, and the products are easy to find. Because Ulta Beauty isn’t just a retailer, it’s been intentionally designed as a destination. A place where innovative 21st-century challenger brands, small, medium and large can thrive. And since the pandemic, IRL access matters more than ever. And that’s coming from someone who fully embraces digital.