How Ulta Is Resetting the Mass Beauty Shopping Experience

7 Mar

Ulta Beauty is upping its mass game. The retailer has bolstered the mass side of its business over the past few months. It has added each in-store and online a slew of color-cosmetics brands favored by Millennial and Gen Z consumers, including ColourPop, Morphe, Wet ‘n’ Wild, Flower Beauty and Kiss Lashes. Existing brands inside the retailer’s assortment — E.l.f., L.A. Girl, Essence, Milani, Almay and Makeup Revolution — have been expanded in each shelf space and door counts. Ulta’s mass makeover is a way to level the shopping experience between the mass and prestige sides of the shop, company executives said. Ulta has at all times been known for its unique merchandising strategy that merges mass with class. The retailer has made...

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23 Feb

Pacifica’s Recent Fragrances Will Be Sold at Ulta Beauty

by Beautifaire101

Beauty, Featured

Brook Harvey-Taylor is arguably the godmother of “clean” beauty, the movement to provide products made without ingredients shown or suspected to be harmful to human health and the planet. Launching Pacifica as vegan and cruelty-free 27 years ago in 1996, she was ahead of the industry. Before expanding across categories as we all know the brand today — in skincare, makeup, hair care and body — her first-ever launch was in fragrance. Now, the wonder founder is introducing a latest line of scents. “Fragrance is in our DNA,” she said of the perfumes, that are plant-based and functional — the term used for the sensorial experience related to smell. “Functional fragrance for me is that we’re using a cloth that’s designed to elicit...

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2 Feb

Ulta Beauty Has Invested in AI Hair Care Technology

by Beautifaire101

Beauty, Featured

Ulta Beauty’s digital innovation fund Prisma has invested in Myavana, a beauty-tech business that uses AI hair care technology. Tech entrepreneur and founder Candace Mitchell Harris developed the technology in 2012 to research the variables of hair strands and hair products to provide personalized hair care plans meant to support healthy hair and hair growth. As a component of the strategic partnership, Ulta has unveiled a recent Virtual Hair Evaluation tool, which integrates Myavana’s technology and enables consumers to realize a comprehensive understanding of their hair type and receive personalized product recommendations. The tool will integrate inside Ulta Beauty‘s e-commerce virtual try-on experiences. “We’re at all times trying to support and put money into technologies that can pave the trail forward for the...

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6 Jan

Mass Market Executives from Ulta, L’Oréal, E.l.f. Bullish on

by Beautifaire101

Beauty, Featured

Macroeconomic concerns aren't any match for beauty’s mass market. Retailers, brand executives and analysts are anticipating an enormous 12 months ahead for the channel. Along with makeup — which began to rebound last 12 months — being fully back, mass market retailers have found latest ways to distinguish, making themselves able to capitalize on any trade-down amid an uncertain economic backdrop. Beauty manufacturers are also spotting growth across all of the categories through which they play. “The mass market is in a extremely interesting place,” said Wendy Liebmann, retail analyst and chief executive officer of WSL Strategic Retail, noting that while a recessionary environment will definitely affect consumer spend, brands and retailers stand to learn — so long as they've the fitting strategies...

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