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Ulta




Ulta is the largest beauty retailer – providing all mass and salon products under the same domain. It also houses prestige, niche market products. The services are specifically for United States. The range of products are huge and so also the environment that a specialty retailer should provide. In all Ulta has a explicit combination of over twenty one thousand prestige and average beauty products catering to all segments like cosmetics, fragrance, hair care, skincare, bath and body products and salon styling tools and also to mention salon hair care products.

They keep on providing value to their range of customers. They frequent run various kinds of promotions and gift certificates for their mass brands – which the average mass can avail, providing gifts with select purchases and high value gifts are provided for their niche brands. This is also a procedure to retain the customers and maintain the loyalty of customers.

They are located at a place which is an off-Mall location in which a typical store is around 10,000 square feet – in which the salon has a space of approximately 950 square feet. They operated as 211 stores spread across 26 states – as on August 2007.


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The shopping experience provided by them is unique as they have all the essential ingredients of a beauty superstore with the tag line of "The Four E's" - Escape, Education, Entertainment and Esthetics.

Escape – Ulta always strives to offer their customers a timely escape without the intimidating, commission-oriented and brand-dedicated sales approach – which is almost in every department stores and the services offered by them are typically unavailable in drug stores and mass merchandisers.

Education – All Ulta stores are manifested with a team which is well-trained on all possible beauty matters and they are professionally licensed estheticians and stylists who always carry a specific mission with them - to educate, inform and advise the loyal customers on all their different beauty needs and requirements.

Entertainment – All the Ulta catalogs are invitations for all their customers to come and play, touch, test, learn and explore. They also have an option to enhance the shopping experience by live demonstrations, customer makeovers and videos inside the store.

Esthetics – The store designs are built in a sleek manner with modern lines, wide aisles – making it easy for the customers to navigate through the stores and the pleasant lights used makes it a welcoming warm environment.