Ulta Beauty is here to stay. Sure, Sephora may win over the high-paying consumers and CVS might lure the drugstore makeup fans, but Ulta has a secret weapon. To keep up with an increasingly competitive industry, the retailer uses a strategy of “high-low shopping: It’s one of the few beauty retailers to sell both mass-market and prestige products in one place,” Glossy reports. In other words, Ulta stocks both your average Neutrogena face wash and your high-end buzzy brands such as Juice Beauty.
This diverse product range is no accident. “We have the unique proposition of bringing together the high, mid and low price ranges and assortments, and we’re laser-focused on continuing that strategy,” Monica Arnaudo, SVP of merchandising at Ulta, tells Glossy. By offering a variety of products and prices, Ulta has something to offer to every consumer.
It seems their strategy is working—the retailer launched a total of 92 new brands (in stores and online) last year alone. In November 2017, NPD group reported Ulta had grown its beauty category by 28%.
For the full scoop, head over to Glossy.
Photo: @ultabeauty via Instagram