Chanel Beauty is now at ULTA
Well it’s time to pull out your credit cards girls … Chanel Beauty is officially available at ULTA.
For years ULTA has been synonymous with mass beauty, offering a wide range of affordable skin care products, like The Ordinary and Cerave, while industry competitors, like Sephora and Blue Mercury, have traditionally dominated. the luxury market, selling brands like Pat McGrath and La. Mer, at higher prices.
Breaking down the demographics of the Holy Trinity of beauty retailing, there is a clear difference between consumers who walk through automatic doors. Walk into any ULTA store and you’ll see 13 year olds doing TikToks in the aisles, trying out the latest viral trend. Sephora appears to be the millennial favorite, while Blue Mercury serves the wealthy older woman in the premium moisturizers and anti-aging serums market.
Naturally, we would expect a brand like Chanel to scoff at the idea of placing their products under ULTA’s bright orange brand, alongside affordable brands. However, since January 5, 2022, Chanel Beauty is now available online and in-store in select ULTA stores.
From the iconic Les Beiges bronzer to the Le Lift smoothing serum, you can find all your favorite makeup, skincare, nail polish and, of course, Chanel fragrances at the beauty retailer. Besides the other luxury perfumes from Dior, YSL and Armani, Chanel is one of the only luxury brands to offer its entire beauty collection at ULTA.
This approach seems rather strategic on the part of Chanel as a means of revitalizing the brand with a new audience without having to develop and test new products. The ruling also indicates that luxury beauty may finally become mainstream by 2022.
Tell me what I need to BUY✨ @ultabeauty #chanelbeauty #ultahaul #ultamusthaves
We expect to see more luxury beauty brands transitioning to ULTA in 2022. Is luxury beauty finally going to mainstream?
Shop our favorite Chanel beauty products at ULTA
Photo via Getty / Aimee Dilger / SOPA Images / LightRocket
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