They’re trying to target the time-starved woman who wants an easy shopping experience.” Critics say Ulta is hardly within Sephora’s universe. ”They have a critical mass of prestige brands,” said Liz Dunn, an analyst at Thomas Weisel Partners, adding: ”Part of the off-mall appeal is convenience. Ulta has several stores in the Bay Area including San Jose, San Mateo, Fremont and Dublin.
BOOM COSMETICS AT ULTA PROFESSIONAL
There are also hair salons in each Ulta store and stylists to help navigate the rows of professional hair products. It offers inexpensive beauty staples found at the likes of Target, along with easy access to prestige treats that used to be trapped behind glass. Now Ulta, with 331 stores nationwide, is trying to go Sephora one better. Instead, roving experts helped as needed. No longer was a salesclerk a gatekeeper to the makeup, nor a cheerleader for the single brand that paid her commission. Sephora may have pioneered the concept of glitzy stores as playgrounds where women could dab and smear prestige lipsticks and face creams. ”I like that you pull right up and boom there’s Ulta,” she said. Cavernous enough for 21,000 products and cut-and-color hair salons, Ulta stores are often in strip malls, a convenience she appreciates. ”When you walk in, it was really clean and easy on the eye,” said Salvatore, an administrative assistant at a health care company. That was before she moved from Briarcliff Manor, N.Y., to Charlotte, N.C., and discovered Ulta, a national chain of beauty stores that brings together designer fragrances, drugstore staples, salon-only hair products, as well as a growing selection of prestige cosmetics like Benefit and Smashbox.
BOOM COSMETICS AT ULTA FULL
Until recently, Alessandra Salvatore, 27, happily made a beeline to the nearest Sephora when she craved an $18 lip plumper or her favorite scent, Giorgio Armani’s Emporio She.īut because Sephora with its Parisian pedigree doesn’t sell drugstore makeup, Salvatore required another stop to grab a $7.29 Maybelline Full ‘N Soft mascara.
A new boyfriend has a way of putting into stark relief the pros and cons of a predecessor.
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