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Ulta Beauty Expands Retail Presence With Experiential Allure Store Pop-Up

Ulta Beauty Expands Retail Presence With Experiential Allure Store Pop-Up
Photo courtesy of the Allure Store

Going beyond its existing Target partnership, Ulta Beauty is collaborating with Condé Nast beauty media brand Allure on an interactive pop-up space at the Allure Store in New York City, through Sept. 30. Store visitors will have access to the store’s AR virtual try-on tech, QR codes connecting them to product content and smart mirrors as they shop a carefully chosen selection of items from Ulta’s roster of brands.

Each month, the products within the Ulta space will change as the Allure Store introduces fresh experiential programming and events to complement the selection. For the July launch, Ulta chose to highlight its in-house Ulta Beauty Collection in addition to brands such as Andrew Fitzsimons, Billie Eilish Fragrance, Black Girl Sunscreen, Charli D’Amelio Fragrance, Fenty Beauty, Love Wellness, Morphe, NYX, Olaplex, r.e.m. beauty and Supergoop!. For its August and September, Ulta will introduce a new assortment of goods reflecting Conscious Beauty, The Wellness Shop and BIPOC.

“We’re always innovating to delight new and existing guests and fuel beauty discovery across our unparalleled assortment, and the Allure Store delivers an exciting opportunity to do just that,” said Maria Salcedo, SVP of Merchandising at Ulta Beauty in a statement. “We’re excited to highlight a curated assortment that brings Ulta Beauty to life in one of New York City’s most influential shopping destinations this summer.”

Opened in July 2021, the Allure Store is a collaborative effort between Allure and retail media company STÔUR Group. The concept was launched to bring products based on Allure’s beauty-focused editorial to store shelves as a high-tech brick-and-mortar shopping experience.

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“Ulta Beauty has long been an important retail partner of Allure, and we are excited to extend that collaboration to the Allure Store,” said Jessica Cruel, Editor-in-Chief at Allure in a statement. “We are eager to give some of our editor-favorite brands a new and unique opportunity to reach our audience.”

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