Ulta Gives Beauty Brand In-Store Presence

a store front at day

Revlon’s Elizabeth Arden has expanded its partnership with Ulta Beauty to create a balance between its online and in-store offerings at the beauty retail giant.

In late August, Elizabeth Arden — whose products have been sold on for the last four years — was set to roll out to all Ulta stores with a presence emphasizing the brand's popular ceramide capsule collection, according to a news release from the brand.

Elizabeth Arden says it has received “rave reviews” and seen steady growth at over the last four years, particularly for its ceramide capsules for youthful skin, which offers “Monodoses” (or single doses) of its restorative serum in a package. Monodosing is a practice and emerging skincare trend that measures out the exact amount of product for single uses as a way to help consumers avoid wasting product or using too much or too little.

Because of the popularity of the ceramide capsules, Ulta will showcase the brand’s best-selling SKUs and in-store assortment at its new "Skincare We're Loving Wall.” The top SKUs that will be featured on the wall include the brand’s advanced ceramide capsules daily youth restoring serum, retinol ceramide capsules line erasing night serum, hyaluronic acid ceramide capsules hydra-plumping serum and vitamin C ceramide capsules radiance renewal serum.

In addition, select Ulta stores will have Elizabeth Arden skincare experts on the floor to enhance the shopping experience and educate shoppers on the various product offerings. The brand also plans to implement an in-store sampling and loyalty program. 

"Elizabeth Arden strives for a balanced channel assortment between e-commerce and traditional retail. While the brand experiences a robust growth in online sales, we recognize the importance of recruiting new customers through in-person trial and advice depending on individual needs,” Won Park Costof, senior vice president, Elizabeth Arden, U.S., said in the release. “[Ulta] offers consumers a wide variety of brand access and knowledge spanning affordable to luxury, clean to scientific, indie to mass — making the retailer a top destination for true beauty enthusiasts and an important partner in garnering new audiences for Elizabeth Arden."

Elizabeth Arden is also currently available online via its own e-commerce website as well as at Amazon, Macy's, Dillard's, Belk and Boscov's.