Executive Summary

• Ulta Beauty, through its rigorous and thorough data collection and mining, has been able to make meaningful changes to the company. The company has focused on collecting data on its core consumers, getting to know them better than ever.
• Ulta’s Ultamate Rewards loyalty program has proven a success for the company, and loyalty program members currently represent more than 90% of the company’s sales. The rewards program also helps the company gather customer data.
• Ulta has focused some of its marketing strategy within channels that appeal to Latina consumers, as the company noted that one in three Americans will be Latino by 2050.
• Ulta has worked to make sure that beauty enthusiasts have beauty content and product available at any moment of the day via its new mobile app and e-commerce platform, and has gained brand loyalty in the process.
• Ulta is filling a gap within the specialty beauty category that is currently small, but that shows promising growth. Beauty consumers are moving away from mass beauty products in favor for prestige brands.