In these last hours on Ulta’s 2017 fourth-quarter earnings call, CEO Mary Dillon had a lot of good news for investors. But one announcement she made will surely stand out to beauty shoppers more than any growth statistic: Ulta is going to start carrying Chanel Beauté, beyond just fragrances
On the call, Dillon said:
Finally, we’re thrilled to announce a prestigious addition for 2018 — Chanel Beauté. Following our long-standing partnership with Chanel offering their iconic fragrances in hundreds of our stores, we are honored to introduce Chanel Beauté in a small number of Ulta Beauty doors this year. This will be an edited assortment featuring a Chanel-branded makeup station with the first Chanel store opening in Westport, Connecticut, in just a few weeks.
It’s not clear exactly which products will land in Ulta stores, when they’ll arrive, and whether they’ll be available online at Ulta.com. We’ve reached out to Chanel and will update with any further information.
This is a pretty big deal for both brands. First of all, Chanel has made a very visible, concerted push to court the Instagram generation over the last few weeks. To support this, the brand launched two beauty-specific Instagram accounts. One, @chanel.beauty, features posts created by the brand. A second, @welovecoco, regrams and aggregates posts from fans who tag the account. The rollout was supported by multiple beauty influencers, who were presumably paid by Chanel to promote the launch. Many makeup brands include brand- and user-generated content under one account, so Chanel’s strategy is a bit unusual in the space.