Shaping the Future of Beauty: Ulta Beauty CMO Michelle Crossan-Matos on Innovation and Guest-Centric Strategies
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Michelle shares her insights on leveraging Ulta Beauty’s omnichannel strategy to build brand loyalty and how AI is shaping the future of personalization.
“Our North Star is automated, real-time personalization across the entire consumer journey.” - Michelle Crossan-Matos
Ulta Beauty is a powerhouse in the retail and beauty industries, blending innovation with a guest-first philosophy to create unmatched experiences. With over 1,400 stores and 50,000+ associates, Ulta Beauty has redefined what it means to connect with beauty enthusiasts. In this episode, Michelle Crossan-Matos, Ulta Beauty's Chief Marketing Officer, explores the transformative strategies behind the brand’s success—from omnichannel innovations to the integration of AI and The Joy Project. Michelle’s vision for the future of beauty showcases why Ulta Beauty is not just a retailer but a force for joy and empowerment in the lives of its guests.
Michelle Crossan-Matos is the Chief Marketing Officer of Ulta Beauty, where she leads with a consumer-first approach to drive growth and innovation. With a career spanning global leadership roles, including her time at Samsung, Michelle has a proven track record of navigating transformation and delivering results. Recognized as a trailblazer, she was recently named to Forbes’ Entrepreneurial 50 Awards and honored with the Advertising Week 2024 Future is Female Award. Her unique perspective on personalization, brand building, and leadership continues to make her a standout voice in the marketing world.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Transferable Skills from Tech to Beauty - Michelle shared how her previous experience in technology shaped her approach to marketing at Ulta Beauty. Drawing on her expertise in strategy, transformation, and innovation, she emphasized the importance of predicting guest needs—not just in the present but years ahead. Her focus on understanding micro and macro trends enables her to anticipate guest desires and address their pain points. For example, Michelle highlighted how her team prioritizes creating seamless omnichannel experiences to adapt to evolving consumer behavior. By blending technological foresight with a consumer-first approach, brands can position themselves to thrive in a rapidly changing marketplace.
Brick-and-Mortar’s Role in Beauty - Despite the rise of e-commerce, Michelle highlighted the irreplaceable value of Ulta Beauty’s in-store experiences. She described the joy of testing products in person, showing how retail spaces fuel discovery and foster human connections. Her personal experience of spending 20 minutes deciding on a lipstick shade underscores the unique value of tactile experiences in beauty. Brands that create physical environments catering to sensory and discovery-driven experiences build deeper, more emotional connections with their consumers. Michelle also oversees e-commerce at Ulta Beauty, recognizing that today’s guests are omnichannel experience seekers. By seamlessly integrating digital and in-store touchpoints, Ulta Beauty ensures its guests can explore, discover, and connect wherever they are.
AI-Powered Personalization - Ulta Beauty’s collaboration with Adobe reflects its dedication to real-time personalization powered by AI. Michelle explained how integrating AI into their Ulta Beauty Rewards loyalty program allows Ulta Beauty to deliver timely and tailored recommendations, such as suggesting a specific lipstick shade for a Halloween look. This approach fosters a sense of one-to-one engagement that strengthens guest loyalty. By embedding AI throughout the consumer journey, brands can amplify personalization and enhance trust with their audiences, creating lasting bonds.
The Joy Project: Fighting the Inner Critic - The Joy Project stands out as one of Ulta Beauty’s most transformative campaigns, empowering consumers to overcome their inner critics. Research revealed that self-doubt often inhibits joy, inspiring Ulta Beauty to position itself as a source of empowerment and positivity. Initiatives such as the largest compliment chain—featuring influencers and store associates, The Joy Council, and the new The Joy of… podcast embody Ulta Beauty’s mission to make beauty a force for good. By addressing emotional barriers and fostering a culture of confidence, Ulta Beauty deepens its relationship with guests while redefining beauty as a source of joy and self-expression.
Bravery as a Leadership Superpower - Michelle’s leadership philosophy is rooted in bravery, which she described as the foundation of an extraordinary career and life. She shared compelling stories of making bold decisions, from moving internationally to embracing transformative roles. Michelle emphasized that bravery involves balancing intuition with data-driven decisions while staying focused on long-term goals. Leaders who take courageous steps inspire innovation and create environments where teams feel empowered to take risks and push boundaries, driving progress for their organizations.
Listen to Michelle Crossan-Matos on The Speed of Culture podcast to explore how Ulta Beauty is redefining retail, leveraging technology, and inspiring joy in its consumers’ lives.
