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Ulta Beauty and Refinery29 launch a new channel focused on beauty products for Latinx

Ulta R29 Somos BeLatina Latinx
Photo Credit R29 Somos + Ulta Beauty

Ulta Beauty, the famous American chain of beauty stores, announced a new partnership with Refinery29, a digital media, and entertainment website focused on young women, to offer a new channel to the 60 million Latinx in the country.

Under the name R29Somos, the new platform will produce English-language content focused on “Latinx visibility across culture, entertainment, beauty, and lifestyle,” according to Glossy digital

“Ulta will be providing a range of editorial and video features for the site, including a spotlight of Gen-Z Latinx women, content on Afro-Latin hair culture, and a Latinx beauty photo series,” according to the Glossy report. 

Between video series and beauty product reviews focused on the needs of the Hispanic community, the new digital collaboration will seek to attract more sales to Ulta’s platforms.

“It was a very natural partnership,” said Thatiana Diaz, a senior writer who contributes to Refinery29 and R29Somos, of the site’s relationship with Ulta. “They understand that the Latinx community represents a major source of growth for the beauty industry. If you look at the Latinx purchasing power, especially in the beauty industry, this is a very untapped market.”

According to a survey carried out by AARP in 2019, nine out of 10 Latinos consider that beauty and personal grooming are highly important, regardless of age, and they spend more time and money on their beauty routine than the average American.

Among other data, the survey found that 69% of Latinos 50 and older feel that the marketing industry virtually ignores people their age, and among Latinos of all ages, 80% said that they “would be more likely to use a brand that included an age range in their advertising.”

For its part, the National Latino Cosmetology Association explained the effect that media has on determining trends in the beauty market, especially among the Latino community.

“Ethnic-specific brands are clearly the underdogs in the race for the ethnic consumer, but they do serve value, especially in certain beauty segments,” NLCA added.

Therefore, for Ulta Beauty and Refinery29, the solution has been to transform the marketing strategies towards an often-overlooked audience.

“We think about ourselves as a diversity-forward brand,” said Ulta Beauty CMO Shelley Haus. Ulta was also one of the first sponsors of Refinery29’s Unbothered channel for black millennial women, and Haus said that the company’s R29Somos partnership “will have a very similar approach” to the one with Unbothered. 

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