Terri Taricco-Cropp has an alternate moniker for Ulta Beauty: Girl Heaven.

This story first appeared in the August 5, 2015 issue of WWD. Subscribe Today.

“They just want to make a woman spend time shopping in there,” said Taricco-Cropp, who is vice president of marketing for the Professional Salon Group of Helen of Troy. The manufacturer’s Hot Tools line is a brisk seller in Ulta.

The company has been selling in Ulta since 1998, and offers a wide range of hairstyling appliances, from hair dryers to curling irons and flat irons. The majority of products retail between $50 and $130.

“Ulta’s emphasis on new- ness and trying to be first to market make them an ideal retail partner,” said Taricco-Cropp. “They’ve helped us grow in a variety of ways. Store events that we’ve participated in have elevated our brand’s image, in the guest’s mind as well as the store associate’s mind. Also, Ulta’s level of advertising in mailers and circulars helped increase awareness of a number of prestige brands with a new consumer.” Taricco-Cropp noted that the brand works with Ulta to create exclu- sive offerings. “We have items that are seasonal, such as Mother’s Day or Holiday Curling Iron specials, that are always new and different,” she said. “We also have an exclusive-to-Ulta rainbow finish on our new Extra Long Barrel Curling Irons.”

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