Cosmetics Retailer Ulta Beauty on How It's Adapted to the Pandemic

Karla Davis said businesses should be 'so much smarter' after Covid-19

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Karla Davis, Ulta Beauty’s senior director, integrated marketing and media, doesn’t want things to go back to normal—she wants them to be better.

That’s what Davis told Adweek’s director, Inside the Brand, Heide Palermo, today during Adweek’s virtual event The Future of Shopping. During the conversation, Davis talked about how Ulta has navigated the past few months, both in regard to the effects of the ongoing novel coronavirus pandemic and the movement to fight systemic racism.

“Instead

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