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Ulta Beauty Unveils NYC Herald Square Store


Ulta Beauty has opened a 12,000-square-foot retailer in New York’s Herald Sq. that’s designed to assist consumers rediscover the enjoyable in magnificence in a post-pandemic world. The immersive model expertise promotes exploration and product discovery and presents new, enhanced options, together with:

  • An elevated design with excessive ceilings, inventive lighting and, upon coming into, digital screens showcasing manufacturers (different places use posters); 
  • Curated and distinctive structure to boost retailer stream, with checkout now behind the shop; 
  • Store Protected Requirements in place, with devoted Purchase On-line & Pickup In-Retailer expertise for added comfort;
  • Cellular digital make-up try-on through GLAMlab, permitting visitors to securely swatch 1000’s of merchandise in-store; and
  • Lofted salon on the mezzanine stage, that includes enhanced fixtures and an interactive selfie station.

“As we be taught from visitors what they love about Ulta Magnificence Herald Sq., we are going to incorporate features into different shops the place possible and applicable,” mentioned Kecia Steelman, Chief Retailer Operations Officer of Ulta Magnificence in an interview with Retail TouchPoints.

One function that clients already are embracing is digital make-up attempt on. Whether or not in-store or on the go, GLAMlab supplies a handy approach for purchasers to attempt 1000’s of merchandise —spanning cheeks, lips, brows, eyes, mascara, basis, hair colour and lashes — through their telephones. Ulta has additionally launched QR codes on choose shelf strips to take visitors on to GLAMlab for added comfort. 

“We all know discovery and play are hallmarks of magnificence purchasing and we’re thrilled to see visitors embrace GLAMlab, our digital try-on expertise throughout the Ulta Magnificence app as a protected various to swatching,” Steelman mentioned. “Within the final 12 months, engagement has elevated 12X and we noticed 171 million shades tried on in 2020 alone, with 88% of visitors utilizing GLAMlab often.”   

Ulta Magnificence, together with rivals like Sephora, proceed to guess on bodily retail. The retailer expects to open extra brick-and-mortar shops this 12 months, along with its partnership with Goal to launch in-store shops in 2021.



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