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Ahead of 2018, Ulta set its sights on openingahundrednew stores.
Yeah, they’re not messing around.
While rival beauty retailerSephoramay provide its customers with a more luxe shopping experience, that comes at a cost.
The core of the company, however, remained very much unchanged.
At the same time, though, Ulta has never gotten stale.
The company embraces newness.
Over the course of just one year, for example, Ulta launched 92 new brands.
The free loyalty program allows shoppers to earn points for every dollar spent in Ulta stores.
However, you’ll need to use ‘em or else you’ll lose ‘em.
If you spend less than $450 per calendar year, your Ultamate Rewards points will expire.
Being part of the loyalty program doesn’t just earn you points, though.
Ultamate Rewards members receive access to additional discounts.
And Dillon didn’t stop there.
And the perks are great.Past freebieshave included high-end products, like Urban Decay eyeshadow sets and customized Clinique foundation.
As a platinum member, you’ll learn 1.25 points per dollar as opposed to just one.
You’ll also get a $10 coupon to celebrate your birthday and the best part your points willneverexpire.
Shoppers who frequently buyluxury makeupmay find it easy to reach the next level: diamond status.
This is the highest level of the loyalty program and it requires an annual spending of $1,200.Gulp.
The company also frequently gives away gifts with the purchase of select products.
As of this writing,Ulta is running 67 such promotions.
There is a science behind why companies, like Ulta andDSW, give away free gifts with purchase.
Okay, so what if we’re suckers?
Free stuff is still great.
For Ulta beauty enthusiasts, the three-week sale is no joke.
“Ulta’s 21 Days of Beauty is my version of March Madness,“one consumer tweeted.
“BRB planning my life around Ulta’s 21 Days of Beauty,“wrote another beauty buyer.
Same, girl, same.
She added, “High-, high-, highly recommend.”
Regardless of the cost, she said she would purchase the product.
And Braun isn’t the only one.
Whether your budget is big or small, you have seemingly limitless options.
It’s this combination of high-end products which Ulta calls “prestige” and inexpensive items i.e.
The industry is moving very fast, because the customer is moving very fast.”
And Ulta isn’t falling behind.
After all, you’re free to only color-match so well in-store.
Luckily, Ulta has what they call a “generous returns policy.”
They’re not lying.
In fact,HuffPostlists Ulta Beauty as one of the top four makeup stores with the best return policies.
That’s what a former employee alleged on social media.
Other employees also chimed in with similar experiences.
According toBloomberg, the allegation resulted in an 18-state lawsuit.
Nevertheless, Ulta Beauty categorically denies encouraging employees to resell used makeup.
“We have zero tolerance for any actions that would compromise the integrity of the products we sell.
Our policy does not allow for the re-selling of used, damaged or expired products.”
“This quest for wellbeing has evolved into beauty and self-care.”
Prior to the introduction of the Wellness section, the company hadn’t experimented too much with wellness products.
Nevertheless, they hope to see success.
“It’s a curated assortment, but also broad,” Arnaudo explained.
The new section is comprised of eight brands and about 80 products.
“We knew it couldn’t be intimidating and had to reflect our brand’s personality.
She added, “Our take is that it’s beauty with benefits.
In 2016, Ulta’s beauty services only made up five percent of the company’s revenue.
Ulta hasn’t stopped in their quest for more.
In February 2019, the company began allowing Ultamate Rewards members toredeem points on beauty services.
It seems likely that Ulta will keep on changing, growing,andthriving.
More than just a pretty face
Behind the scenes, Ulta Beauty works to give back.
In addition to running their own foundation, Ulta also partners with the Breast Cancer Research Foundation.
AsFortunereported, Ulta Beauty’s CEO Mary Dillon is one of the few female CEOS running aFortune500 company.
Not to mention, she’s alsokillingit.
Since Dillon came on the scene, Ulta’s stock hastripled.
The company’s annual growth rate has also climbed to 22 percent over the course of three years.
“I’m driven.”
That drive has certainly paid off.
In 2018, Dillon was named aFortune’s Businessperson of the Year.
However, Dillon isn’t the only woman at the helm of the company.
Half of Ulta’s board of directors are women.
The same is true of the executive team.
And, of the company’s 24,000 employees, 90 percent are women.
Unsurprisingly, Ulta’s CEO encourages all women to embrace their drive.
“Too often women are told not to express that,” she opined.
“But if that’s what you want, I think anything is possible.
It’s as simple as that.”
As of this writing,Ulta has nearly 1,200 locations so the company still has a ways to go.
According to the publication, research indicated that 77 percent of Ulta shoppers owned more than 11 lipsticks.
Naturally, the company would love to attract even more beauty enthusiasts like this.
And, thanks totheir loyalty program, they have.
