Key Takeaways
- Ulta Beauty has launched birthday parties for teens and tweens at 10 selected locations, offering skincare demos and makeup tutorials.
- Each party costs $42 per person, includes gift bags worth $100, and offers discounts for shopping during the event.
- The initiative aims to foster customer loyalty among younger consumers amid intensified competition from Sephora.
Ulta Beauty’s Innovative Birthday Parties for Teens and Tweens
Ulta Beauty is tapping into the birthday party market for teens and tweens by hosting engaging events filled with skincare demos, makeup tutorials, and games. Initially launched this summer at ten locations across states including California, Florida, and Texas, these parties are designed for groups of four to twelve attendees and last between 75 and 90 minutes. Priced at $42 per person, each participant receives a gift bag valued at $100, containing skincare, makeup, and body care products from popular brands like CeraVe and Milk Makeup.
The initiative represents Ulta’s strategy to enhance consumer engagement amidst challenging market conditions. According to Neil Saunders, managing director of GlobalData, the goal is to establish deeper connections with young customers to pave the way for future growth. While skeptical of the immediate financial impact, he believes creating memorable experiences is essential for brand loyalty.
The trend towards beauty-focused birthday parties was partly influenced by the “Sephora kids” phenomenon, as teens began informally organizing gatherings at their competitor’s stores in 2024. In response, Ulta has aligned its strategy closely with successes from Sephora, including the recruitment of former executives and the inclusion of Sephora brands in its offerings.
Although the birthday party service is currently available in only a small fraction of Ulta’s approximately 1,473 stores, its potential to build early relationships with young consumers is compelling. Reports from Ulta store associates indicate high interest, with multiple parties booked shortly after the launch.
In aiming to reclaim market share with younger demographics, Ulta is doubling down on in-store events. A recent Piper Sandler survey revealed Sephora as the preferred beauty destination for teens, with Ulta holding second place. To compete, Ulta’s chief retail officer, Amiee Bayer-Thomas, announced plans for over 70,000 events in the upcoming year, a 40% increase from the previous year, catering to Gen Z’s preference for physical shopping experiences.
While there are concerns regarding the appropriateness of beauty stores for young celebrations, Ulta appears committed to creating a welcoming and interactive environment. Some employees share positive experiences from hosting parties, emphasizing age-appropriate activities designed to engage attendees without overwhelming the store’s atmosphere.
Challenges remain for Ulta, specifically handling the balance between fun, lively parties and a calm shopping environment for other customers. Experts note that other retailers often allocate specific areas for such events to avoid disruptions, signaling a need for careful execution.
Ultimately, Ulta’s initiative reflects a broader trend where beauty retailers are reimagining in-store experiences to meet evolving consumer expectations. By fostering a sense of community and entertainment, Ulta aims not just to host memorable birthday parties but to cultivate long-term loyalty among a new generation of shoppers.
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