Beauty Store Business

MAY 2016

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30 May 2016 | beautystorebusiness.com QUALITY FROM THE START "The Salon at ULTA Beauty launched when we opened our first ULTA Beauty store in the suburbs of Chicago 25 years ago," Ovington and McGann say. "From the beginning, we set out to do beauty retail differently—and had a vision to create a world of fun and exploration. Our founders knew that a key differ- entiator would be our ability to deliver great services through our salon, and since the beginning, we've had a salon in every ULTA Beauty location." It's no surprise that the statistics show that those who utilize the salon services at ULTA Beauty shop twice as often as the customers who don't, Ovington and McGann say. "Our salon guests are some of our best guests. Because of this, we know it's of the utmost importance that we offer a premium experience to our guests …" they say. "All of our services are extremely popular, but what we can tell you is that salon blowout services are up over 20% year to date. As our styl- ists continue their education and become Redken color-certified, color services con- tinue to comp double digits—helping us become a color destination for our guests. Overall, salon service comps are up more than 10%, and blowout services are a key driver for our growth." WORLD-CLASS SERVICES IN STORE "This is one of ULTA Beauty's greatest opportunities," Ovington and McGann say of ULTA Beauty's salons. "We continually focus on communicating with our loyalty members and overall guest population to drive them in for services. At ULTA Beauty, we offer best-in-class services in the areas of hair, skin and brow. Every ULTA Beauty store has a full-service salon where our team of experts cut, color and style the latest hair trends." With Redken as The Salon's backbar partner, ULTA Beauty employs almost 10% of the only 3,000 Redken-certified colorists in the country, Ovington and McGann say. The Salon at ULTA Beauty also boasts premium skincare services from their Dermalogica skin bars, and most locations now offer brow waxing and tint- ing at the brow bar by Benefit Cosmetics. LEAVE IT TO THE PROS In order to give guests a topnotch experi- ence through each of its services, ULTA Beauty upholds high standards for its professionals, who undergo training. "From the beginning, we set out to do beauty retail differently." RAISING THE BAR Customer ho love ULTA Beauty's salon, br r or skin bar services, use these nine expert product picks by brands used in-store to bring the look home. 1. Gimme Bro Volumizing Fiber Gel: A trusted name in the beauty industry, Benefit Cosmetics' Gimme Brow uses a brush-on fiber gel and tapered brush to create envy-worthy brows and luscious arches. Water- resistant, smudge-proof and longwearing, customers' brows look full in no time. Suggested retail price: $24 2. Spray & Play Volumizing Hairspray: With it's red, recognizable bottle, Big Sexy Hair's hair spray has become a favorite among many professionals in the industry. For superior volume, hold and lift, this quick-drying hair spray protects against UV rays, adds shine and lasts—even on humid days. SRP: $17.95 3. Daily Microfoliant: Customers who have visited ULTA Beauty's Dermalogica skin bar love this brand. The Daily Microfoliant uses a rice-based enzyme to smooth skin, even out skin tone, renew cells, boost melanin production and refresh the face. It's even mild enough for everyday use. SRP: $54 4. Perfect Hair Day (PhD) Dry Shampoo: A good hair day is well within reach for customers when they use Living Proof's Perfect Hair Day dry shampoo. With powders that absorb oil and sweat while neutralizing odors, all that will be left is freshly scented and clean-feeling hair. SRP: $22 5. Timeless Pre-Shampoo Treatment: Customers combat signs of aging and fortify hair with this Living Proof treatment made from amino acids and proteins—made specifically for damaged, color-treated hair. It keeps dyed hair color vibrant for longer periods, protects against breakage and can be used before every shampoo. SRP: $26 6. All Soft Conditioner: Customers detangle and restore the softness, silkiness and shine of dry, breakable hair with Redken's All Soft Conditioner. Using its revolutionary Interbond Conditioning System and Silk-Luxe Complex, brittle hair can now be made manageable. SRP: $32 7. Diamond Oil Glo Dry: Pretty packaging isn't the only thing Redken's lightweight Diamond Oil Glow Dry delivers. Formulated to reduce blow- drying time, it adds shine to when applied to damp hair and used before heat-styling tools. SRP: $32 8. Extreme Conditioner: Desperate times call for desperate measures— especially with hair. And when customers are in serious need of help to detangle, smooth and revitalize their locks, Redken's Extreme Conditioner does the trick. It leaves hair up to four times stronger—and boosts shine to boot. SRP: $32 9. Triple Take Hairspray 32: For the highest amount of hold without that crispy, stiff look, Redken's Triple Take Hairspray 32 provides lift and body that is meant to last. A specialized nozzle provides a fine, quick-drying mist and a dry finish for all-day protection against humidity. SRP: $22 1 2 3 4 5 6 7 8 9 Sandy Ovington Jennifer McGann Images courtesy of ULTA Beauty

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