Source: Retail Dive
Summary
Bath & Body Works is partnering with Ulta Beauty to bring a selection of its products to 600 Ulta Beauty locations and online, starting July 12. The partnership aims to expand Bath & Body Works’ reach in the beauty market. According to the companies, the move will allow customers to shop a broader range of products in one place.
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The trend returns with a new name. Bath & Body Works’ products will now be available at Ulta Beauty, a move that feels familiar to those who recall past collaborations between retailers and beauty brands. The partnership is the latest example of the beauty industry’s shift towards experiential retail and omnichannel shopping. Ulta Beauty’s efforts to expand its product offerings have been ongoing, with the retailer having previously partnered with other brands to enhance its selection. The cycle of retailers partnering with brands to stay competitive continues.
The collaboration will bring Bath & Body Works’ signature scents and products to a new audience, further solidifying the brand’s presence in the beauty market.
Author: Evan Null
