Isaac Morey
At Shoptalk Fall 2024, Kecia Steelman, President & Chief Operating Officer of Ulta Beauty, sat down with Anne Mezzenga, Co-CEO of Omni Talk, to discuss how Ulta is reshaping the beauty industry by seamlessly blending innovation with human connection.
Service as a Key Differentiator
Ulta’s service component has always been central to its success, setting the brand apart in a highly competitive market. It’s not just about selling beauty products—it’s about creating experiences. As Steelman emphasized, Ulta’s services have helped them sell more effectively, providing customers with a personalized touch that makes a lasting impact. Whether it’s skincare consultations or hair treatments, Ulta is driving deeper engagement by making service part of its value proposition.
Building Generational Connections
Ulta’s relationships with customers go beyond just transactions—they span generations. Steelman highlighted how customers who started shopping at Ulta decades ago are now visiting with their daughters and granddaughters. This kind of emotional connection strengthens brand loyalty and turns Ulta into a multigenerational experience, building a lasting bond with families over time.
Technology Meets Beauty
Ulta is not only about human connection but also about cutting-edge technology that enhances the customer journey. Steelman discussed three standout tech partnerships that are transforming in-store experiences:
- Luum: An eyelash extension robot that brings efficiency and precision to beauty services.
- Hang: A gamification platform boasting 90th percentile retention rates, making beauty shopping more engaging and fun.
- Haut.ai: A skin analysis tool that uses AI to recommend personalized products based on real-time analysis of fine lines, acne, and dryness.
These innovations are helping Ulta elevate the in-store experience, offering customers a blend of expert services and high-tech solutions that keep them coming back.
People and Innovation at the Core
Mezzenga shared a personal story about meeting Genie, a former engineer who now works at Ulta’s Mall of America store. Genie was drawn to Ulta not just for the beauty aspect but because of its commitment to innovation—so much so that she left an engineering career to be part of it. Steelman added that Ulta supports its employees with micro-training programs, ensuring staff stay at the forefront of both beauty trends and technology.
Expanding Through Strategic Partnerships
Ulta’s approach to partnerships goes beyond traditional retail. Their collaboration with Target is a perfect example of how they’re meeting customers where they are. Rather than seeing big box stores as competition, Steelman noted that Ulta views them as new opportunities to engage with customers in a different environment. For some shoppers, having Starbucks and Ulta under one roof at Target means they don’t need to go anywhere else. It’s about convenience, lifestyle integration, and reaching new audiences.
Promoting Joy Through Self-Care
Ulta’s recent collaboration with Deepak Chopra furthers its vision of beauty as more than skin-deep. As their “Chief Joy Officer,” Chopra is helping Ulta create content that redefines beauty as an expression of internal joy, not just superficial aesthetics. This partnership aligns with Ulta’s broader goal of promoting self-care and overall well-being, positioning the brand as a leader in the intersection of beauty and mindfulness.
Key Takeaway: The Joy Is the Present
As we head into the holiday season, Ulta’s marketing message, “The joy is the present,” sums up everything they stand for. It’s not just about the products on the shelves, but the joy and self-expression that come with them. Ulta is creating spaces—both physical and emotional—where customers feel seen, supported, and inspired.
Final Thoughts
Ulta Beauty’s ability to fuse cutting-edge technology with emotional connections is what sets them apart in the beauty industry. Whether it’s leveraging AI to personalize experiences or partnering with figures like Deepak Chopra to elevate self-care, Ulta is leading the charge in modernizing the beauty landscape. By staying true to their core values while embracing innovation, Ulta is not just selling beauty—they’re transforming it.
