Ulta Beauty serves multicultural audiences by facilitating self-expression

Geoffrey Precourt

Ulta Beauty, the retailer, has put diversity at the heart of its strategy, and made sure that it is focused on multicultural consumers across its operations.

Ulta Beauty – a retailer that operates 1,200 stores across the United States – identified a powerful contradiction at the heart of its category.

Beauty is “so personal to people” that it becomes a truly individualistic mode of self-expression, Karla D

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands