Ulta will now carry the Chanel makeup line.
As someone who frequents Ulta for skincare, this match is extremely odd. Chanel is an extremely high end makeup brand–they sell a tube of lipstick for close to $40. Most makeup brands in Ulta are cheap drug store brands like Covergirl, BH cosmetics, and NYX. I find it extremely weird that Chanel could be situated right next to $3 lipstick from Wet N Wild.
This is a win for Ulta. It’ll bring foot traffic into the brick and mortar stores that they maybe wouldn’t ordinarily get, because Chanel is only available in department stores or online. This partnership also gives Ulta a leg up over Sephora. Sephora tends to offer high end brands like Chanel, Marc Jacobs, Giorgiana Armani, and Dior.
However, this might not be ideal for Chanel. Many of the frequent Chanel customers love the idea of Chanel as a luxury brand. They love the experience of walking up to the counter and being treated as a valued customer. If I walk into Ulta, it’s rare that someone even greets me at the door, much less provide an informed opinion about a product I’m looking for. No offense–they just have such a large inventory that it’s almost impossible to know each and every product. In fact, on Pop Fashion, many angry Chanel customers wrote in stating how they were switching brands.
Would it bother you if your favorite luxury brand was sitting next to cheap(er) brands? Or would you just bypass Ulta and stick to your favorite department store?