Retail chain Ulta announced it was the official beauty partner for Beyoncé’s Cowboy Carter concert tour.
The retail chain will reveal seven looks inspired by the superstar’s most recent album — Cowboy Carter — and seven cities where the tour will be. Ulta will curate an assortment of makeup and skincare to create that look.
For example, Ulta unveiled a “Los Angeles” look that the show in L.A. inspired. Ulta.com features a video of an influencer creating that look on herself with makeup. Underneath the video, shoppers can browse the 12 products that they need to create that look.
“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,” said Kelly Mahoney, Ulta’s chief marketing officer. “Whether you’re headed to a show or channeling the tour’s energy at home, Ulta Beauty is where the Cowboy Carter Tour experience comes to life.”
Shoppers can also virtually try on the looks in Ulta’s iPhone app.
Beyoncé’s fragrance Cé Lumière also is available in a few Ulta stores and on Ulta.com. The specialty merchant is the only retail destination where consumers can purchase the product outside of the singer’s website.
What’s more, Beyoncé recently launched a haircare line, Cécred, exclusively at Ulta.
Levi’s is already enjoying its Beyonce bump
Ulta isn’t the only brand that is hoping to receive a bump from the superstar’s recent album. Denim brand Levi Strauss & Co. received a bump in website traffic when Beyonce’s Cowboy Carter album dropped featuring a song called “Levii’s Jeans.”
“It’s any brand person’s dream,” Levi’s CEO Michelle Gass said in her keynote address at the Shoptalk conference in March.
Capitalizing on this, Levi’s and Beyoncé began worked together on several advertisements featuring the singer in Levi’s products. Levi’s entitled the campaign “Reiimagine,” and it recreated several classic Levi’s ads, modernized them and featured Beyoncé.
“She’s the most influential artist of our generation,” Gass said.
The brand has hailed the campaign a success. Since its launch in September 2024, the Reiimagine campaign has generated more than 4.3 billion impressions and more than $65 million in estimated earned media value, Gass told investors in its fiscal Q1 earnings call, according to a SeekingAlpha transcript.
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