07.07.22
Ulta Beauty, the largest US beauty retailer, is entering the Allure Store, one of the smallest beauty retailers. Under terms of the agreement, Ulta will put brands such as Fenty Beauty, R.e.m Beauty and About Face in The Allure Store's small-format boutique in SoHo, New York City.
The move comes as both companies find new audiences. In its first year of operation, The Allure Store has hosted more than 500 in-person events. Meanwhile, Ulta has found success with its shop-in-shop partnership with Target Corp. Now, Ulta is entering urban areas to reach heavily-engaged beauty shoppers.
The pop-up will run from July through September in an industry-first collaboration of retail and media beauty leaders, further bridging the gap between traditional retail and editorial curation. Ulta Beauty's dedicated footprint within the Allure Store will showcase a unique assortment of coveted brands, refreshed monthly and complimented by experiential programming and engaging events.
"We're always innovating to delight new and existing guests and fuel beauty discovery across our unparalleled assortment and The Allure Store delivers an exciting opportunity to do just that," said Maria Salcedo, senior vice president, merchandising at Ulta Beauty. "We're excited to highlight a curated assortment that brings Ulta Beauty to life in one of New York City's most influential shopping destinations this summer."
At launch, Ulta Beauty will shine a light on its own Ulta Beauty Collection as well as newer brands within its assortment such as Andrew Fitzsimons, Billie Eilish Fragrance, Black Girl Sunscreen, Charli D'Amelio Fragrance, Love Wellness, Morphe, NYX, Olaplex and Supergoop!, among others. The bespoke curated assortment will be refreshed with new offerings in August and September reflecting exciting initiatives and assortment heroes across Conscious Beauty, The Wellness Shop and BIPOC brands, among others.
This isn't the first time that Ulta and Allure have teamed up. Back in 2017, the promotion "Shop Like a Beauty Editor" was available in more than 1,000 Ulta doors.
The move comes as both companies find new audiences. In its first year of operation, The Allure Store has hosted more than 500 in-person events. Meanwhile, Ulta has found success with its shop-in-shop partnership with Target Corp. Now, Ulta is entering urban areas to reach heavily-engaged beauty shoppers.
The pop-up will run from July through September in an industry-first collaboration of retail and media beauty leaders, further bridging the gap between traditional retail and editorial curation. Ulta Beauty's dedicated footprint within the Allure Store will showcase a unique assortment of coveted brands, refreshed monthly and complimented by experiential programming and engaging events.
"We're always innovating to delight new and existing guests and fuel beauty discovery across our unparalleled assortment and The Allure Store delivers an exciting opportunity to do just that," said Maria Salcedo, senior vice president, merchandising at Ulta Beauty. "We're excited to highlight a curated assortment that brings Ulta Beauty to life in one of New York City's most influential shopping destinations this summer."
At launch, Ulta Beauty will shine a light on its own Ulta Beauty Collection as well as newer brands within its assortment such as Andrew Fitzsimons, Billie Eilish Fragrance, Black Girl Sunscreen, Charli D'Amelio Fragrance, Love Wellness, Morphe, NYX, Olaplex and Supergoop!, among others. The bespoke curated assortment will be refreshed with new offerings in August and September reflecting exciting initiatives and assortment heroes across Conscious Beauty, The Wellness Shop and BIPOC brands, among others.
This isn't the first time that Ulta and Allure have teamed up. Back in 2017, the promotion "Shop Like a Beauty Editor" was available in more than 1,000 Ulta doors.