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From stores to festivals: Ulta Beauty’s bold new strategy

Summary by CDR – Chain Drug Review
BOLINGBROOK, Il. –Ulta Beauty is investing boldly in in-person experiences for 2025, adding 20,000 new in-store events to its extensive lineup. Founded in 1990, Ulta Beauty now operates 1,437 stores across all 50 states.“This year we have 70,000 events planned across our stores because we so heartedly believe this notion of human connection is where it’s at,” said Amiee Bayer-Thomas, Ulta Beauty’s Chief Retail Officer, speaking to Glossy's Lexy …
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From stores to festivals: Ulta Beauty’s bold new strategy

BOLINGBROOK, Il. –Ulta Beauty is investing boldly in in-person experiences for 2025, adding 20,000 new in-store events to its extensive lineup. Founded in 1990, Ulta Beauty now operates 1,437 stores across all 50 states.“This year we have 70,000 events planned across our stores because we so heartedly believe this notion of human connection is where it’s at,” said Amiee Bayer-Thomas, Ulta Beauty’s Chief Retail Officer, speaking to Glossy's Lexy …

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CDR – Chain Drug Review broke the news in on Friday, April 4, 2025.
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