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Ulta Beauty and Adobe Revolutionize Personalization in the Beauty Industry

Through leveraging advanced tools like Adobe Real-Time CDP and insights from over 44 million loyalty members, Ulta Beauty is redefining the way brands connect with customers across digital and in-store channels.

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Aanchal Ghatak
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Ulta beauty
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Now that the beauty market is witnessing this paradigm shift on account of evolved technology expectations from customers, Ulta Beauty, the United States' biggest specialty beauty retail chain, continues on its journey. It has gone one step ahead, partnering with Adobe to deliver these highly personalized data-driven customer experiences at scale.
As personalization has emerged as a strong differentiator in an industry where beauty is intricately linked to both emotional and physical well-being, Ulta Beauty is using over 44 million loyalty members to generate a robust dataset to deepen the relationship with its customers through real-time data in creating bespoke interactions.

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According to Kelly Mahoney, SVP of Customer Marketing at Ulta Beauty, the brand is fully committed to personalization.

"Our insights show that beauty is deeply personal. With Adobe as our partner, we’re tapping into data and insights to deliver joyful, meaningful interactions that inspire brand love and keep our customers coming back.”

The retailer is powered by Adobe's suite of advanced tools, including Adobe Real-Time Customer Data Platform (CDP), Journey Optimizer, and Customer Journey Analytics. These enable Ulta Beauty to tailor its offerings across channels, from online browsing and mobile apps to in-store experiences.

Harnessing Data to Drive Engagement

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The loyalty program is the heart of Ulta Beauty's success, which accounting for 95% of its sales. The integration of Adobe Real-Time CDP has enabled the company to deploy detailed customer audience segmentation and automate personalized content delivery in real time.

This partnership enhances how Ulta Beauty manages its data, enabling it to:

Create dynamic customer profiles that update instantly with every interaction.

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Deliver timely product recommendations and promotions.


Optimize omnichannel experiences across digital and physical touchpoints.


Josh Friedman, VP Digital Products at Ulta Beauty, pointed to digital channels as "crucial elements of the customer journey:
"We know that digital channels are increasingly important for discovering and learning about new beauty products. With Adobe Real-Time CDP, our goal is to inspire guests with personalized content and product suggestions that really resonate".

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Seamless Omnichannel Experiences


In the past four months, Ulta Beauty has launched Adobe Real-Time CDP with much agility, marking a huge testament to innovation for the brand. This allows seamless, relevant experience across whatever platform the customers choose to access Ulta Beauty. Whether through getting a favourite product recommendation or that on-time discount, Ulta Beauty is making the most meaningful connection for loyalty building and sales upliftment.

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What This Means More Generally for Beauty Retailers

Ulta Beauty's partnership with Adobe is not just a strategic move but also a glimpse into the future of the beauty industry. As shopper behaviors continue to evolve, real-time personalization will become a standard expectation rather than a luxury. By leveraging cutting-edge data platforms and insights, brands can not only meet customer expectations but also anticipate them, fostering deeper emotional connections.

The lesson for the beauty industry is clear: in a world where personalization drives loyalty, technology is the ultimate beauty tool. Ulta Beauty's success story is a model for brands looking to stay relevant in an increasingly digital and competitive landscape.

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