Monday, May 7, 2018

How Ulta Beauty evolved its merchandising strategy to compete in a crowded market
Ulta Beauty has to protect its castle.

The speciality retailer that sells makeup, skin-care and hair-care products from both mass and prestige brands is warding off competitors, new and old, from all angles. On the high end, Sephora has won over many beauty customers with bigger budgets. In the drugstore, Walgreens and CVS are revamping those departments to follow the Ulta and Sephora merchandising and layout strategies. And never sleep on Amazon: Amazon’s total beauty sales in the U.S. increased 40 percent year-over-year in 2017, according to One Click Retail, and its fastest-growing category within beauty was mass cosmetics, increasing by 60 percent. . . . more