How the Pandemic Changed Ulta Beauty's Digital Strategy

Flexibility and a focus on fans

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If Ulta Beauty’s marketers have learned anything during the pandemic it’s that their digital sales channels must be part of an ecosystem not siloed away.

“Brands are so much more than the products they sell,” said Christine White, senior director of media and content strategy for Ulta Beauty. “Our consumers are out there every day, coming to us with how they want to connect with us,” White added.

The retailer’s three top marketers explained their pandemic sales strategy to Adweek’s Shannon Miller during a Mediaweek session Thursday.

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