Prepared by:

Devi savani

About

 Ulta was founded by Richard E. George, the former President of Osco, drug and Terry
Hanson. George left work at Osco in 1989 in order to develop a business plan for a
retailer that would offer beauty products at different price levels. Other Osco
executives joined George and Hanson in the business, and raised $11.5 million in
venture capital. The company, initially called Ulta3, was launched in 1990 with five
stores in Chicago suburbs. The name was changed from Ulta3 to Ulta at the end of
1999.
 George left Ulta3 in 1995, and Hanson became the company's Chief Executive
Officer. In December 1999, Lyn Kirby became the President and Chief Executive
Officer and Charles "Rick" Weber became Senior Executive Vice President, Chief
Operating Officer and Chief Financial Officer. On October 25, 2007, the company
became publicly traded on the NASDAQ.
  In 2008, the company opened a second distribution center in Phoenix, Arizona. In
2010 Carl "Chuck" Rubin was appointed as Chief Operating Officer, President, and as
a member of the Board of Directors.
 On June 24, 2013, it was announced that Mary Dillon would be appointed as Chief
Executive Officer and a member of the Board of Directors, effective July 1, 2013.
Dillon was previously the chief of U.S. Cellular and a senior executive
at McDonald's and PepsiCo.
 In 2020 before the COVID-19 pandemic there were 44,000 employees. As of 2021,
Ulta employs approximately 37,000 people.

Product range

 Ulta beauty is also sell brands such as MAC cosmetics, kylie cosmetics and colourpop

cosmetics.

And the products are:

Skin care

Sun care

candles

Bath & body

Fragrance

Hair

Tools & brushes

Nails

Men products

Target audience

 During the survey period, it was found that 22 percent of American consumers aged
between 18 and 24 years favoured to shop at Ulta.
 Top 5 advertisement of ulta beauty and sephora
 Advertisement of ulta beauty:
https://youtu.be/wjGg39m6ulc
https://youtu.be/OzzgRCWcCyI
https://youtu.be/r0LXwlIdnKQ
https://youtu.be/Lh5n4HcLvCU
https://youtu.be/LSU8lsnpDyQ

 Advertisement of sephora:
https://youtu.be/lbMN6R-OeQc
https://youtu.be/dmSCJ8eIB3c
https://youtu.be/eYcWSdguUvM
https://youtu.be/_le0ijbkVyw
https://youtu.be/Pg1pjKg-hDA

Strategy adopted for international advertising/ market:

 Loyalty programme:
Ulta Beauty also has a loyalty program for its customers called Ultimate Rewards. Ulta’s
strategy states that customers will earn 1 point for every $1 they spend. Platinum members
earn 1.25 points for every $1 (25% more) and Diamond members earn 1.5 points (50%
more). In addition to having a loyalty program, Ulta’s use of rankings: Platinum, Diamond,
etc. draws in more people by making one feel special which is a natural human want from
others.

Moreover, these programs persuade customers to make purchases with the ability to receive a

reward after. Therefore, utilizing loyalty programs like Ulta Beauty are in your own
advertising plans will likely increase sales.

 Social advertising:
Another top advertising technique that Ulta Beauty have made use of is social media. The use
of social ads not only speeds up a company’s audience reach but also increases the likeliness
that a viewer will be interested in the product service being marketed.
Furthermore, social ads allow customers to make transactions at an optimal rate which allows
for instant access to purchases. In fact,75% of Instagram users take an action after seeing an
advertising post on Instagram.

Social media use is an extremely valuable ad strategy to use which Ulta Beauty have taken
into account. Ulta Beauty became part of the social advertising game, they saw exponential
company growth which led to their sales to increase by 62.9%.

 Influencer:
Ulta Beauty has utilized influencer advertising for quite some time to represent their brand
and has seen the immense benefits that arise with its use.

 Social Galleries:
Ulta has its own hashtag - #ultabeauty – and they encourage customers to upload photos of
themselves to social media networks like Instagram with Ulta products. The brand then
reshares some hash tagged photos.

Customers are encouraged to buy and snap photos of Ulta products, and in return, they may
be rewarded with exposure on Ulta’s own social channels.

Conclusion:
 In conclusion beauty products are a great example of how discoveries are part of our
daily lives. In fact, just reading the ingredients of any common cosmetic is a way of
understanding knowledge about the product.
 Ulta beauty are primarily used to enhance facial features. Most people use cosmetics
for emotional reasons. Consumer satisfaction is greatest when beauty products help
reinforce positive emotions through perceptions of 'self-care' and eliminate feelings of
worry and guilt about not taking care of our appearance. Ulta beauty is a black voice
in beauty and they believe beauty is a powerful collective of endless possibilities.
 Ulta beauty has vegan and clean ingredient product. That helps to the customer to
loyal for the brand. It is also cruelty free products that customer wants to purchase
most of the time.