Case Study: Ulta Salon, Cosmetics And Fragrance

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Ulta Salon, Cosmetics & Fragrance


Ulta Salon, Cosmetics & Fragrance, otherwise referred to as Ulta or Ulta Beauty, was founded in 1990 by Richard George. It broke into a tough industry at a time when prestige, mass and salon products were all sold through distinctive channels of each other. Ulta offers customers a unique and convenient place to get everything they need related to beauty (Ulta Beauty, 2016 p. 28). Ulta has been publicly traded on the NASDAQ Global Select Market since October 25, 2007, and today is one of the largest beauty retailers in the United States. As of January 30, 2016, the end of its fiscal 2015 year, Ulta Beauty operated 847 retail stores across the US, and has already continued its rapid expansion since then (Ulta Beauty, 2016.)

Mary Dillon has served as CEO since 2013, beginning her journey with Ulta Beauty at the start of the company’s aggressive expansion (Holmes, 2016). She has helped the company transition very well from its previous leadership and has also done her part to ensure Ulta’s continued progress and success. According to Walter Loeb in an article on (2016), Dillon was recognized as a Power Player by the National Retail Federation Foundation in January 2016, and is “committed to strengthening Ulta’s brand awareness by utilizing digital, social and broad scale advertising to drive brand
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Ulta Beauty’s stores and website both offer more than 20,000 products from over 500 brands, according to the company’s 2015 annual report (p. 2). Ulta Beauty also offers in-store salon services, something not typically offered by competing retail stores. In addition, the company has shown a deep commitment to its customers, 18 million of which the company claims are active members of its loyalty rewards program (Ulta Beauty, 2016 p.
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