CMO of Ulta Beauty, Michelle Crossan-Matos, Emphasizes that Customers Seek Community Connections Instead of Brands
In today’s highly digitized world, consumers are constantly bombarded with advertisements, brand endorsements, and promotional campaigns. With the rise of social media and online shopping, it has become increasingly challenging for brands to stand out and engage with their customers effectively. However, according to Michelle Crossan-Matos, the Chief Marketing Officer of Ulta Beauty, the key to connecting with customers lies not in selling products but in fostering a sense of community.
Crossan-Matos firmly believes that customers want more than just a transactional relationship with brands. They seek connections, a feeling of belonging, and a sense of shared values. As the CMO of Ulta Beauty, a leading beauty retailer in the United States, Crossan-Matos has successfully implemented community-driven initiatives to build meaningful relationships with customers.
One of the primary ways Ulta Beauty nurtures a sense of community is through its loyalty program, dubbed Ultamate Rewards. This program not only offers customers exclusive discounts and rewards but also creates a space for sharing experiences and connecting with other beauty enthusiasts. By encouraging customers to share their beauty journeys, tips, and product recommendations, Ulta Beauty has successfully fostered a community of loyal customers who actively engage with the brand.
Additionally, Ulta Beauty leverages social media platforms to amplify its community-driven approach. By curating user-generated content and empowering customers as brand ambassadors, the company forges a genuine connection with its audience. According to Crossan-Matos, “the power of social media lies in its ability to spark conversations, inspire creativity, and build a sense of belonging.” By engaging customers in conversations and involving them in the brand’s storytelling, Ulta Beauty leverages social media as a catalyst for fostering a tight-knit community.
In order to stay true to their community-centric approach, Ulta Beauty also prioritizes inclusivity and diversity in their product offerings and marketing campaigns. Crossan-Matos recognizes that beauty comes in various forms and is keen on reflecting that diversity in their brand messaging. By celebrating individuality and promoting inclusivity, Ulta Beauty ensures that customers feel seen, valued, and connected to the brand.
Furthermore, Ulta Beauty takes community engagement beyond the digital realm. The company hosts in-store events and beauty workshops to provide customers with personalized experiences and opportunities to connect with like-minded individuals. These events not only strengthen relationships with customers but also serve as a platform for education and empowerment.
In a world where consumers are constantly being sold to, Michelle Crossan-Matos has successfully identified the need for brands to prioritize community building. By shifting the focus from selling products to creating connections, Ulta Beauty has managed to establish a loyal customer base that actively engages with the brand. Crossan-Matos believes that the future of marketing lies in fostering communities, and brands should take note. By prioritizing inclusivity, embracing social media, and nurturing personalized experiences, brands can create a lasting impact that goes beyond mere transactions.
