The loyalty program, boasting over 42 million active members, will debut in January under a new name and offer an upgraded birthday gift experience.
Ulta BeautyUlta Beauty is set to unveil an expanded customer loyalty program beginning next year. The current Ultamate Rewards program will be rebranded as Ulta Beauty Rewards, featuring a new look and enhanced features. While existing benefits will continue, the revamped program will offer a more personalized birthday gift experience, allowing members to choose from a selection of brands rather than receiving a predetermined product.
Ulta plans to boost awareness and engagement for the loyalty program through in-store initiatives and promotions on its social media and owned channels. Launched in 2014, the program has grown to 42.2 million active members over the past decade.
Kelly Mahoney, Senior Vice President of Customer and Growth Marketing at Ulta, stated, “The updates to Ulta Beauty Rewards extend beyond a new name; they represent our commitment to meeting the needs of our most dedicated customers and showing our appreciation for them.” She added, “We are excited for both new and existing members to see why Ulta Beauty Rewards is loved by millions nationwide.”
The loyalty program will continue to offer points on every purchase, extra perks for Platinum and Diamond members, accelerated earnings with the Ulta Beauty Rewards Credit Card, and the ability to redeem points for beauty products and salon services.
Mahoney emphasized, “In a time when some loyalty programs are scaling back, Ulta Beauty Rewards remains committed to providing the same outstanding benefits our members value, plus an even better birthday experience.” She highlighted the program’s evolution to meet the needs of beauty enthusiasts and the company’s dedication to rewarding their loyalty.
Ulta recently reported a strong financial performance, with third-quarter net sales increasing by 6.4% to $2.5 billion, comparable store sales rising by 4.5%, and net income growing by 10% to $249 million. CEO Dave Kimbell noted that the loyalty program is crucial to the company’s success, with an 8% increase in membership year-over-year, driven by both retention and new sign-ups. Spending per member remains robust, supported by frequent shopper visits.
Additionally, Ulta is expanding its product and brand offerings, including the upcoming launch of the OleHenriksen skincare brand in 700 select stores and online starting in January. The new assortment will feature a mix of best-sellers, new product launches, and exclusive items throughout the year.
Source: Ulta
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