In 2018 the Uruguayan virtual makeup platform GlamSTled by Agustina Sartori, was acquired by the leading beauty retailer in the United States, Ulta Beauty. “This supported Ulta Beauty’s vision to accelerate its digital capabilities in innovation and personalization,” said Ulta Beauty’s chief innovation officer, Agustina Sartori. The GlamST founder described the integration “was so much more than the technology”. In this sense, he maintained that Ulta Beauty saw incredible value in the people behind the technology: “Those who could join the team to drive even greater innovation for the beauty and retail industries.” Currently, There are 25 people in the Ulta Beauty team in Uruguay. The GlamLab technology team works from the Sinergia offices in Montevideo, dedicated to applying augmented reality to the world of beauty to provide unique experiences. Next, Sartori’s exchange with Coffee & Business.
GlamST was acquired by the largest cosmetics retailer in the US, Ulta Beauty. How has the company evolved from then until today? What role did GlamLab play in the pandemic?
The GlamST team joined the company’s Digital Innovation team organized into three areas: research, digital experiences and Prisma Ventures. The Innovation Digital team consists of 36 people, 25 of them in Uruguay. Since 2018 the team and focus evolved to not only be focused on the virtual fitting room but other technologies such as Metaverso, AI and Skin Analysis. In turn, Prisma Ventures is Ulta Beauty’s new investment fund, launched in August of this year that focuses on investing in emerging technology companies in the area of retail tech, beauty, and commerce with the mission of impacting the future of beauty and be an active part of the technological disruption that is occurring in the market.
As an industry leader, Ulta Beauty is focused on imagining and reimagining retail and beauty experiences to drive personalization and discovery.
Like others, Ulta Beauty temporarily closed all stores for the safety of associates, guests and communities during covid 19.
This shift fueled a significant acceleration in digital engagement by retailers as consumers turned more to online channels to stay connected, browse and shop.
At this time, consumers have also embraced the safe and socially distant experience of beauty through GlamLab, Ulta Beauty’s virtual try-on tool that harnesses augmented reality to revolutionize the industry.
Usage increased more than sevenfold during the pandemic and engagement has been sustained with 50 million shades tested post-covid.
The concept of trying before you buy is always attractive, to brands and consumers alike, as it instills confidence in purchases, boosts customer satisfaction, and lowers return rates. With GlamLab, Ulta Beauty puts that concept in the hands of customers wherever they are.
The company will continue to optimize its digital offerings to reflect customer needs, wants and values. Ulta Beauty believes that technology is the key driver of beauty and retail and, as such, operates with agility and innovation to grow, adapt and consciously take risks that lead to meaningful experiences.
What are the main brands you work with? How many brands and products do you work with in total?
Ulta Beauty has an unparalleled assortment that spans all categories and price ranges, including more than 600 brands. The beauty category is personal and experiential, so the leading retailer must offer a diverse offering to reflect the different beauty needs of its customers, both in-store and online.
What is the focus of Ulta’s business today? What are your growth prospects?
Ulta Beauty’s business has shown continued momentum in a dynamic environment, leading the beauty category with strength, connectivity and inclusion that has driven record-breaking results.
Going forward, the company intends to focus on six strategic priorities to expand market share. These include: driving innovative and disruptive growth by broadening the definition of All Things Beauty; incorporate and develop omnichannel experiences through connected physical and digital ecosystems; broaden and deepen presence on consumer journeys, at the heart of the beauty community; drive operational excellence; protect and cultivate our world-class culture and talent and amplify our environmental and social impact.
Is there a greater interest in care and beauty?
At Ulta Beauty, it all starts with the customers. Teams listen, anticipate, and adapt to meet and exceed guests’ desires, needs, and values by taking advantage of their variety and the experiences they offer.
As the pandemic evolved, consumers were forced to juggle everything: work, family, home, and personal well-being. This impacted on beauty and well-being.
By taking a close look at the themes and how they intersect, Ulta Beauty learned that 65% of beauty enthusiasts believe beauty and wellness are meaningfully connected. And while 42% of consumers consider wellness to be an undisputed priority, an overwhelming 74% believe that wellness will be more important in the future.
Given the individual and multidimensional nature of this space that encompasses the mind, body and spirit, the Wellness Shop at Ulta Beauty launched in May 2021 to offer a space dedicated to wellness products and education. Today, customers can find the online store and 800 stores with offers in six different pillars: daily care, food supplements, relaxation and renewal, home spa and, recently, intimate well-being.
