ULTA Beauty

DMI first partnered with ULTA Beauty to identify the Hispanic opportunity by looking at both acculturated and non-acculturated Latinas. Since then, we have conducted qualitative and quantitative research to understand Hispanic preferences in the beauty category, as well as to identify opportunities for growth. We have created educational platforms to increase knowledge and understanding of the segment, made recommendations to partner with specific brand ambassadors/influencers who are already reaching Latinas, and the consideration of new product lines that could resonate in the Hispanic market.

As Partners in Hispania Direct – a sister company to DMI – we created the Frida Kahlo by Ulta Beauty line and then worked collaboratively with Ulta and agencies of record on the strategy behind the launch.