Ulta Beauty secured Beyoncé’s hairline. You are now entering in the summer “Cowboy Carter”

Good morning! Two women delegated directors negotiate a significant merger, Diddy’s judgment continues and ulta enters the Crapple Vaquer.

– The most desired. If you attend a Beyoncé stop Mardma’s Vaquer Visit the coming weeks, you will be able to see the configurations inspired by the living room promoted by the new Cécred Superstile Hair brand. Beyoncé’s tour has taken advantage of the power of the stadium to promote -everything from his brand to his mother Tina Knowles Recent memory.

If you enter a Extreme beauty Store the same weekend, you may be able to see some similar activations. The giant of beauty and Silver The competitor in April signed an exclusive agreement to house Cécred in 1,400 stores. As part of the Mardma’s Vaquer Tour, Ulta welcomes the store and helping customers buy beauty aspects inspired by Beyoncé.

CFO Paula Oyibo de Ulta becomes the collaboration in a new Fortune interview With my partner Sheryl Estrada. The relationship demonstrates “how cultural relevance and financial impact can go hand in hand,” says Oyibo.

It is not uncommon to hear when the partner in question is Beyoncé. Her Renaissance World Tour got $ 579 million. Mardma’s Vaquer Bring Beyoncé to a new artistic territory, with its country music and the visual of American themes. It also provides new opportunities for brand integration; Levi Straussalready Part of the trend of fashion inspired by the westHe liked to be reviewed by the Beyoncé song “Levii’s Jeans”. The fair mark threw a shirt With this unpleasant defeat.

Cécred was the biggest cut -off launch of ulta ever, and Mardma’s Vaquer This is the summer tour. In a retail market of prestigious competitive prestige, it is smart for the $ 11 billion retailer reminds consumers they are part of.

Read the full story of sheryl here.

Emma Hinchliffe
Emma.Hinchliffe@fortune.com

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