Coming off of a strong sales year, UltaBeauty has introduced a merchandising layout designed to make it easier for shoppers to navigate the store.
The new format is noticeable at the entry, where Ulta is taking a more thematic and less promotional or brand-centric approach to merchandising. “We have elevated and updated the esthetic. What stories do we want to tell? What are the themes we want to talk about?” Arnaudo said. “We are embracing what the brands are bringing us, but sharing it from an Ulta perspective. It is more thematic and easier for guests to navigate, and more inspiring.
Directly behind Cue the New will be skin care, located on the left side in most stores. Prestige skin care will be furthest to the front, flowing into masstige and derm brands directly behind it, followed by mass skin care. The overall amount of space being dedicated to skin care has been increased, too, Arnaudo said.
Ulta’s executives have also rethought the center of the store, the “heartbeat,” as Arnaudo called it. Here, there will be elevated gondolas for Clinique, Estée Lauder and Lancôme, enabling each to merchandise makeup and skin care together.
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