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Ulta Beauty Attracts Consumers Who Prefer To Buy From Brick-And-Mortar Stores

July 6, 2016: 12:00 AM EST
Cosmetics retailer Ulta Beauty is growing its business by focusing on consumers who prefer to shop in-store instead of buying online. What makes the company different from other retailers in the beauty segment is its focus on offering a wide collection of mass brands and prestige brands. Also, the retailer has convinced prestige beauty brands to sell their products in Ulta stores by showing them the concept of “mass migration.” With the beauty segment not affected by issues hampering the apparel market, such as sizes, weather, and price sensitivity, the market is expected to keep growing.
Adriene Hill, "How Ulta Beauty keeps people shopping at its brick and mortar stores", Marketplace, July 06, 2016, © Minnesota Public Radio
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