Introduction
Ulta Beauty has unveiled a comprehensive transformation of its loyalty program, rebranding from Ultamate Rewards to Ulta Beauty Rewards. This strategic initiative, launching in January, builds upon the success of its 42.2-million-member program while introducing enhanced personalization features and expanded benefits.
Empowering Member Choice
The reimagined program introduces a flexible birthday rewards system, moving away from predetermined gifts to allow members to select their preferred items from a curated portfolio of brands. “The enhancements we’ve made to Ulta Beauty Rewards go beyond a new name; they reflect the wants of our most loyal guests and importantly showcase just how much we appreciate them,” explains Kelly Mahoney, senior vice president of customer and growth marketing at Ulta.
Sustaining Member Value
Against industry trends of reducing benefits, Ulta maintains its core loyalty features while adding enhanced experiences. The program continues to offer points on every purchase, elevated benefits for platinum and diamond status members, and accelerated earnings through the Ulta Beauty Rewards Credit Card.
Measuring Program Success
Implementation has already demonstrated strong results, with membership growing 8% year-over-year and increased shopper frequency driving healthy per-member spending. CEO Dave Kimbell emphasizes the program’s strategic importance, noting it remains “key to our business and our success.”
Broadening Digital Reach
The initiative includes expanded marketing efforts across in-store, social, and owned channels to boost program awareness and engagement. This multi-channel approach ensures members can easily access and maximize their rewards while strengthening Ulta’s connection with the beauty community.
The evolution of Ulta Beauty Rewards demonstrates the company’s commitment to innovation in customer engagement, setting new standards for how beauty retailers can enhance loyalty programs while maintaining valuable existing benefits.
