The ESSENCE x Ulta Beauty Girls United Collection Was Made with Teens
Laura McQuarrie — September 26, 2019 — Fashion
References: essence & premiumbeautynews
Ulta Beauty collaborated with global media company Essence and six young black women to create the ESSENCE x Ulta Beauty Girls United Collection. The creation of the cosmetics collection began a year ago with a mentorship program that invited six African-American teens with dreams of entering the beauty industry to receive career counseling from Essence and Ulta Beauty leaders.
The four-piece collection co-created by the young women includes a colorful 12-pan eyeshadow palette,high-shine lip glosses and highlighter sticks, plus a patterned bag to keep all of the cosmetics in. The Gen Z teens who were involved in the process range from ages 16 to 19 and will be sharing their journeys in the Girls United: Beautiful Possibilities web series.
The four-piece collection co-created by the young women includes a colorful 12-pan eyeshadow palette,high-shine lip glosses and highlighter sticks, plus a patterned bag to keep all of the cosmetics in. The Gen Z teens who were involved in the process range from ages 16 to 19 and will be sharing their journeys in the Girls United: Beautiful Possibilities web series.
Trend Themes
1. Youth-led Cosmetics Collaborations - Collaborating with young individuals to create cosmetics collections provides an opportunity for brands to tap into the creativity and perspectives of the younger generation.
2. Diversity and Inclusivity in Beauty Industry - The ESSENCE x Ulta Beauty Girls United Collection demonstrates the demand for cosmetics that cater to diverse skin tones and experiences, highlighting the need for more inclusive representation in the beauty industry.
3. Mentorship Programs for Young Entrepreneurs - Initiating mentorship programs with industry leaders can help guide and empower young individuals who are aspiring to build careers in the beauty industry, thereby fostering future innovation and talent.
Industry Implications
1. Beauty and Cosmetics - The collaboration between Essence and Ulta Beauty showcases the potential for disruptive innovation in the beauty and cosmetics industry through inclusive product development and marketing strategies.
2. Media and Entertainment - The Girls United: Beautiful Possibilities web series presents an opportunity for media and entertainment industries to produce content that highlights the stories and journeys of diverse young individuals in the beauty industry.
3. Retail and E-commerce - The ESSENCE x Ulta Beauty Girls United Collection exemplifies the potential for disruptive innovation in retail and e-commerce by tapping into the growing demand for inclusive and youth-focused beauty products.
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