Ulta: ‘Natural Look’ Trend Slowing Makeup Sales, But Offers Room To Innovate

With color cosmetics sales on the decline in the US, retailer Ulta Beauty is confident marketers can inject some excitement and innovation into the category, but acknowledges the shift may take some time.

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The trend of consumers embracing the “natural look” is causing a downward impact on color cosmetics sales in the US but also offers cross-category opportunities for marketers, according to executives from retailer Ulta Beauty, Inc.

During a 5 December earnings call, CEO Mary Dillon emphasized that while cosmetics sales are declining,

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