By claiming their main consumer(s) in the Gen Z crowd, they are making it known the Customer Experience at Ulta is not only omnichannel but making a real effort to attract all types of consumers into the mix since Ulta genius to offer high end and lower end beauty brands throughout their store locations is a Retail Style that separates them from Drugstores and Sephora's business model. By claiming their main consumer(s) in the Gen Z crowd, they are making it known the Customer Experience at Ulta is not only omni-channel but making a real effort to attract all types of consumers into the mix since Ulta genius to offer high end and lower end beauty brands throughout their store locations is a Retail Style that separates them from Drugstores and Sephora's business model.

By offering brands like Flower Beauty, Elf, L.A.Girl and Wet & Wild, “Ulta’s mass makeover is a means to level the shopping experience between the mass and prestige sides of the store, company executives said”. By offering a unique in store shopping experience, Ulta obviously stands out amid it competitors. In a recent video shared on the Ulta Beauty You Tube Channel they featured a boom box and that Boom Box takes me back to the days when my Mum bought one for my Lil Brother Tenthward Bucko, who once dreamed of being a Rapper. I use to sneak and play that boom box whenever he was not using it.  I love the graphic eyeliner because it totally changes this models look. Ulta is really succeeding in connecting beauty with entertainment. That’s all. Kudos...

Source: WWD