Ulta has a well-rounded retail strategy, attracting shoppers online and on mobile, as well as in-store, where it delivers the beauty experience. Image credit: Ulta
Why Ulta is beating Sephora and Amazon in the battle for beauty shoppers
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Fragrance and personal care,Industry sectors,Opinion | No 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","iv":"228e02cef342155aa82b40df52d0bffa","s":"4771d2781939904a"}