Ulta Beauty shakes up the cosmetics industry with Manhattan store opening
Ulta Beauty is looking to make a splash with the opening of its first-ever Manhattan store. Located at 188 East 86th St in New York City, the store looks to offer consumers more than just beauty products to sift through. General manager Jennifer Diaferio notes that though this new location will offer many of the staple services – skin, brow and beauty – consumers have come to associate the company with, it also looks to make its own individual mark.
While sticking to its tried and true trades such as featuring products from NYX, Morphe, Ulta Beauty Collection among others, the store hopes to differentiate itself from the 1,000 others by featuring products and services not available in other locations throughout the nation. This involves the inclusion of Skin Laundry and M.A.C. The beauty retailer is one of the few locations to carry cosmetics from the makeup line, and the store’s general manager states that the company is looking to feature M.A.C. boutiques in more than 100 locations across the country.
Skin services from Skin Laundry are only available in one other Ulta Beauty location, the New York City location will be the second to feature the company’s 15-minute facial. The full lineup of services includes brow services from Benefit, skin services from Dermalogica, M.A.C. makeup artistry, and Skin Laundry’s 15-minute Laser & Light Facial.
When it comes to the salon where consumers can show their hair some much needed TLC, stylists will be able to offer haircuts, all over hair color, highlights, texture treatments, blowouts and deep conditioning treatments using products from Redken and Bumble and Bumble.
The full line of services and items offered both in-store and online are sure to entice consumers, but the Bolingbrook, Ill.-based company hopes this new location will drive foot traffic. Jennifer Diaferio explains that the store plans to do this by ensuring that customers, “are able to experience more than just our great product assortment. Guests can chat with Ulta Beauty experts to find the right shade or product to complete their look, get pampered with hair, skin and brow services and play, explore and discover before making their purchase,” Diaferio said.
Another set of perks customers can look for come from the company’s Ultamate Beauty Rewards loyalty program. Aside from earning points for every dollar spent, other benefits include a free gift on their birthday and double points during their birthday month. When members spend $450 in a calendar year, they are upgraded to platinum status, earn 25 percent faster, receive exclusive bonus point promotions and an additional birthday gift.
While this is certainly not the company's first store, this expansion towards a whole new market of consumers who had previously only been able to buy products online should keep other major beauty retailers on edge.
While sticking to its tried and true trades such as featuring products from NYX, Morphe, Ulta Beauty Collection among others, the store hopes to differentiate itself from the 1,000 others by featuring products and services not available in other locations throughout the nation. This involves the inclusion of Skin Laundry and M.A.C. The beauty retailer is one of the few locations to carry cosmetics from the makeup line, and the store’s general manager states that the company is looking to feature M.A.C. boutiques in more than 100 locations across the country.
Skin services from Skin Laundry are only available in one other Ulta Beauty location, the New York City location will be the second to feature the company’s 15-minute facial. The full lineup of services includes brow services from Benefit, skin services from Dermalogica, M.A.C. makeup artistry, and Skin Laundry’s 15-minute Laser & Light Facial.
When it comes to the salon where consumers can show their hair some much needed TLC, stylists will be able to offer haircuts, all over hair color, highlights, texture treatments, blowouts and deep conditioning treatments using products from Redken and Bumble and Bumble.
The full line of services and items offered both in-store and online are sure to entice consumers, but the Bolingbrook, Ill.-based company hopes this new location will drive foot traffic. Jennifer Diaferio explains that the store plans to do this by ensuring that customers, “are able to experience more than just our great product assortment. Guests can chat with Ulta Beauty experts to find the right shade or product to complete their look, get pampered with hair, skin and brow services and play, explore and discover before making their purchase,” Diaferio said.
Another set of perks customers can look for come from the company’s Ultamate Beauty Rewards loyalty program. Aside from earning points for every dollar spent, other benefits include a free gift on their birthday and double points during their birthday month. When members spend $450 in a calendar year, they are upgraded to platinum status, earn 25 percent faster, receive exclusive bonus point promotions and an additional birthday gift.
While this is certainly not the company's first store, this expansion towards a whole new market of consumers who had previously only been able to buy products online should keep other major beauty retailers on edge.