Ulta Target Millennials With AR App, Seeking To Make Buying Fun And Interactive

Online sales for Ulta Beauty continue to grow strongly –Q3 online sales rose 59.3% from $46.2 million to $73.6 million, and now comprise 6.5% of total sales, up from 5.0% last year.  Some two-thirds of traffic is coming via mobile and the company is seeking to play to this with the launch of Glam Lab, an iOS and Android app that lets shoppers virtually try out products before buying them. Users upload a selfie or choose a model with a similar complexion then choose the products and shades to test.  “It’s a great thing for millennials who wanted to have a more interactive experience,” said CEO Mary Dillon.  Hints of the company’s intent came clear in October when it filed a trademark for Glam Lab that would be a multi-platform application that would include augmented reality.