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CEW Newsmaker Forum Presented Ulta’s Chuck Rubin

By: Nancy Jeffries
Posted: February 17, 2012

Jill Scalamandre, chairwoman, CEW, and CMO, Chrysallis, with guest, Chuck Rubin, president and CEO, Ulta Beauty.

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“We rely on brands to help with content. Having been in retail for 30 years, we know that it is important to look at the smile factor. We have 13,000 people working at Ulta, with high satisfaction, and I think we do a good job training our associates. We’re continuing to evolve this and one of the key pieces for our success is the investment we make in our people,” he said.


“Our digital business is a small business. We are in a customer-focused time, and I believe digital is just another way to reach our customer. By integrating brick and mortar and e-commerce, that’s when the success comes. It is by integrating the various ways to shop. Some customers will shop on line. The idea is to bring the product to life. In the beauty business, especially for Ulta, the experiential nature is very important,” he said.

Rubin noted that increasingly customers aged 8-65 are comfortable buying online, and though consumers are still drawn to shop at the brick-and-mortar store, they're also coming in while looking at product reviews on their smart phones. “It’s amazing that customers will take the opinions of others they’ve never met when it comes to product reviews,” said Rubin. “I think the greatest opportunity is to create a community for the customer by enhancing the brand, bringing it to life and making the customer feel welcome.”

Event sponsors included Prevention, Arcade Marketing, BeautyInc, Dermalogica, Elizabeth Arden, Eucerin, Kaplow, Neutrogena, Nivea, Olay, Strivectin, Tresemmé, Wells Fargo, Indelible and WWD.