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Ulta Beauty Case Study

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TBeauty has always been reviewed as “make-up” but it neglects other products such as skincare, hair care, and fragrance. Because Ulta Beauty believes beauty is made for everybody, they target consumers from different age, race, and gender. As a company with the largest market share in the beauty industry, Ulta beauty offers great cosmetics, skincare, hair care, fragrance, and service to their valuable consumers. Since the founding of Ulta Beauty in 1990 by Richard E. George and Terry J. Hanson, many outstanding changes have been made. Throughout these 25 years, they have improved management, became a publicly trade in the New York Stock Market, and built a strong reputation in the beauty industry.
Ulta has over 2,000 products and over 500

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