Following its Conscious Beauty collaboration with Credo, Ulta is now partnering with another retailer, Target, to expand its reach with more than 100 Ulta shop-in-shop retail spaces at select Target locations. That number will expand into the hundreds over time, according to the companies.
The Ulta spaces will curate prestige beauty brands and feature beauty consultants for shoppers. The move allows Ulta to have a strong presence within an essential retailer that has performed well during the pandemic, while also complementing its geographic reach.
Target, meanwhile, will build on its gains in the beauty sector by leveraging a beauty retail expert. In fact, Target specifically cited Ulta's ability to connect "meaningfully with teens and the growing, influential Latinx audience."
Combined, the retailers have more than 100 million active loyalty program members, opening the door to "integrated opportunities" to add value to both programs.
The branded shop-in-shop will mimic Ulta's existing stores and comprise 1,000 square feet of retail space adjacent to existing beauty sections.
Newly hired Target employees are being trained to serve as prestige beauty advisors. They will be backed by in-store digital discovery tools such as GLAMLab, Ulta's virtual try-on tool for safe trialing.
Ulta Beauty at Target online shoppers will received free shipping "for qualifying orders" and Target's same-day fulfillment services, drive up, order pickup and Shipt same-day delivery at participating store locations. Target.com and the Target app will mirror the Ulta Beauty experience.
“The durable strategy we have built has made Target a top retail destination," said Brian Cornell, chairman and CEO, Target. "The ease and convenience of our stores and fulfillment services provide broad reach and relevance for the curated brands our guests love. In partnership with Ulta Beauty, a company that shares our deep guest focus, we are able to expand our growing beauty business with new, exciting brands, an immersive experience, and loyalty benefits to transform how our guests shop for all their beauty needs.”
“Ulta Beauty at Target reflects further evolution in our omnichannel strategy, rooted in unlocking the potential of our physical and digital footprints, creating more seamless shopping opportunities for our loyal guests and continuing to lead the beauty industry," said Mary Dillon, CEO, Ulta Beauty. "More than ever before, now is the time for innovation in retail. This partnership is an amazing way to further reimagine guest experiences with a partner who shares our company values. We are thrilled to bring our beauty expertise, unparalleled assortment and digital innovation to life in a new channel to delight and deepen loyalty with our existing guests and introduce Ulta Beauty to new guests.”