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Ulta Launches Marketing Campaign In United States

September 22, 2015: 12:00 AM EST
Beauty retailer Ulta launched a marketing campaign aimed at promoting its brand and driving consumer awareness in the United States. Acknowledging that U.S. consumers are generally not aware of the brand, the company is spending a significant amount of money on TV advertising. As part of the campaign, the company aims to position itself as a “fun alternative” to rival Sephora, which is widely accepted as “sleek and chic.” Ulta, the country’s largest beauty retailer, reported $3.2 billion in sales for fiscal year ending January 31, 2015, with net income rising from $71 million to $257 million.
Kim Bhasin, "Can America’s Biggest Beauty Retailer Take On Sephora?", Bloomberg, September 22, 2015, © Bloomberg L.P.
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