How Ulta Beauty Keeps Its Challenger Brand Spirit With 1,200 Stores in All 50 States

It starts with CMO Shelley Haus' purpose-driven marketing

While it may be the largest beauty retailer in the U.S., Ulta Beauty is at heart a challenger brand. The chain has grown from 356 stores in 2010 to more than 1,200 today. All the more reason to keep the scrappy spirit intact.

“We know we can’t be complacent,” said Shelley Haus, who was promoted to chief marketing officer last December and will appear on the mainstage at Adweek’s Challenger Brands summit, taking place March 4-5 in New York, to discuss Ulta Beauty’s successes and challenges.

Haus,

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