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Kylie, Morphe and Other Digital Brands Drive Ulta Beauty Foot Traffic

Ulta Beauty may have cracked the foot-traffic code.
The beauty retailer, which has been growing double-digits for years, said part of the $6.7 billion in sales it was able to drive in 2018 were due to its focus on launching digitally native brands like Kylie Cosmetics and Morphe, which have driven consumers to physical stores in order to test the products.
“Our strategy to be the partner of choice for digitally native brands like Morphe and Kylie Cosmetics is paying off,” said Mary Dillon, Ulta Beauty chief executive officer, on the company’s earnings call. “Both brands drove very strong traffic in stores, suggesting our guests are motivated to make more trips to the store to try these products in person.”
“The strength of these digitally native brands was even more concentrated in-store than we planned,” Dillon continued. Ulta Beauty quickly sold through products like the Morphe x James Charles Artistry Palette, which has been restocked multiple times, and Kylie Cosmetics lip products. The Kylie assortment will be broadened in the coming months with eye shadow palettes and more lip products.
“We experienced a very strong sell-through on the 28 lip products we offer.…This popular brand clearly drove store traffic and new customer acquisition with

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Via:: https://wwd.com/beauty-industry-news/beauty-features/high-traffic-drives-higher-sales-for-ulta-beauty-1203084877/