ULTA: RW MCP Promo Analysis
Data Updated through: July 5
Promotional Outlier: Worsening
Ulta Beauty (ULTA) — more promotional than PY (margin-dilutive), a new sitewide coupon layered on the usual sale. This year Ulta added a broadly-distributed “20% off everything online” sitewide coupon (code PRIMETIME) stacked on top of its Big Summer Beauty Sale (up to 40% off 2,000+ products), broadcast at enormous reach (multiple 10–18M-reach storewide sends) — a lever largely absent a year ago, when discounting was confined to brand- and category-specific deals, BOGO 40–50%, and gift-with-purchase. The sale-item depth ceiling held at 40% and the gift-with-purchase and 5X-points loyalty scaffolding is unchanged in both windows, but in-window send cadence rose ~24% (159 vs. 128) and the sitewide coupon materially broadens effective discounting.
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