Latest / Omni Talk Retail / Ulta Beauty’s 80,000+ Store Events Strategy and Why Experiences Are Driving Omnichannel Loyalty | NRF 2026

Transcript

Ulta Beauty’s 80,000+ Store Events Strategy and Why Experiences Are Driving Omnichannel Loyalty | NRF 2026 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:01
  Welcome
• 0:01
  back.
• 0:02
  It's
• 0:02
  still
• 0:02
  day
• 0:03
  two
• 0:03
  of
• 0:04
  the
• 0:04
  NRF
• 0:04
  big
• 0:05
  show.
• 0:05
  This
• 0:05
  is
• 0:05
  Amitak
• 0:06
  Retail.
• 0:06
  I'm
• 0:07
  Anne
• 0:07
  Mazinga.
• 0:08
  And
• 0:08
  I'm
• 0:08
  Chris
• 0:08
  Walton.
• 0:08
  And
• 0:09
  we're
• 0:09
  coming
• 0:09
  to
• 0:09
  you
• 0:09
  once
• 0:10
  again
• 0:10
  from
• 0:10
  the
• 0:10
  Vuzion
• 0:11
  Booth,
• 0:11
  number
• 0:12
  4921.
• 0:13
  We'll
• 0:13
  be
• 0:13
  here
• 0:13
  the
• 0:13
  rest
• 0:14
  of
• 0:14
  the
• 0:14
  afternoon,
• 0:14
  so
• 0:15
  make
• 0:15
  sure
• 0:15
  to
• 0:15
  stop
• 0:16
  by,
• 0:16
  say
• 0:16
  hello,
• 0:17
  and
• 0:17
  then
• 0:17
  we'll
• 0:17
  be
• 0:17
  back
• 0:18
  tomorrow
• 0:18
  to
• 0:19
  keep
• 0:19
  bringing
• 0:19
  you
• 0:20
  loads
• 0:20
  of
• 0:20
  interviews
• 0:21
  with
• 0:21
  the
• 0:22
  retailers
• 0:22
  that
• 0:22
  are
• 0:23
  here
• 0:23
  at
• 0:24
  NRF
• 0:24
  and
• 0:24
  finding
• 0:25
  out
• 0:25
  all
• 0:26
  about
• 0:26
  what
• 0:27
  they
• 0:27
  care
• 0:27
  about,
• 0:27
  what
• 0:28
  they're
• 0:28
  prioritizing
• 0:28
  for,
• 0:29
  for
• 0:29
  the
• 0:29
  year
• 0:29
  ahead.
• 0:30
  And
• 0:30
  we're
• 0:30
  going
• 0:30
  to
• 0:30
  continue
• 0:31
  these
• 0:31
  conversations
• 0:32
  next
• 0:32
  with
• 0:33
  Amy
• 0:33
  Bayer
• 0:34
  Thomas.
• 0:34
  She
• 0:35
  is
• 0:35
  the
• 0:35
  Ulta
• 0:36
  Beauty
• 0:36
  Chief
• 0:37
  Retail
• 0:37
  Officer.
• 0:38
  Amy,
• 0:39
  welcome
• 0:39
  for
• 0:39
  your
• 0:40
  first
• 0:40
  time
• 0:40
  to
• 0:40
  omnitalk.
• 0:41
  Thank
• 0:41
  you.
• 0:42
  Oh
• 0:42
  my
• 0:42
  goodness.
• 0:43
  Thank
• 0:43
  you.
• 0:43
  Thank
• 0:43
  you
• 0:43
  so
• 0:43
  much
• 0:44
  for
• 0:44
  having
• 0:44
  me.
• 0:44
  This
• 0:44
  is
• 0:45
  amazing.
• 0:45
  Yeah,
• 0:45
  no,
• 0:46
  we
• 0:46
  were
• 0:46
  joking
• 0:46
  before
• 0:47
  we
• 0:47
  started.
• 0:47
  Like
• 0:47
  Chief
• 0:47
  Retail
• 0:48
  Officer,
• 0:48
  that's
• 0:48
  a
• 0:49
  new
• 0:49
  title
• 0:49
  for
• 0:49
  me.
• 0:50
  Been
• 0:50
  in
• 0:50
  the
• 0:50
  business
• 0:50
  almost
• 0:51
  30
• 0:51
  years.
• 0:52
  So
• 0:52
  tell
• 0:52
  us
• 0:52
  all
• 0:52
  that
• 0:52
  it
• 0:53
  entails.
• 0:53
  What
• 0:53
  do
• 0:54
  you
• 0:54
  oversee?
• 0:54
  Oh,
• 0:55
  my
• 0:55
  goodness.
• 0:55
  Well,
• 0:55
  Chris,
• 0:55
  I've
• 0:56
  been
• 0:56
  in
• 0:56
  the
• 0:56
  business
• 0:56
  also
• 0:56
  over
• 0:57
  30
• 0:57
  years.
• 0:57
  I've
• 0:58
  been
• 0:58
  doing
• 0:58
  this
• 0:58
  a
• 0:58
  long
• 0:58
  time.
• 0:59
  But
• 0:59
  at
• 1:00
  Ulta
• 1:00
  Beauty,
• 1:00
  as
• 1:00
  chief
• 1:01
  Retail
• 1:01
  Officer,
• 1:01
  I
• 1:02
  oversee
• 1:02
  all
• 1:02
  of
• 1:03
  our
• 1:03
  1500
• 1:04
  stores
• 1:05
  across
• 1:05
  the
• 1:05
  nation.
• 1:06
  60,000
• 1:07
  plus
• 1:07
  associates.
• 1:08
  Okay.
• 1:09
  Inclusive
• 1:09
  of
• 1:10
  our
• 1:10
  corporate
• 1:10
  and
• 1:11
  services
• 1:11
  operations
• 1:12
  teams,
• 1:13
  our
• 1:13
  real
• 1:13
  estate
• 1:13
  growth
• 1:14
  and
• 1:14
  development
• 1:14
  teams,
• 1:15
  store
• 1:15
  design
• 1:16
  and
• 1:16
  visual
• 1:16
  merchandising,
• 1:17
  loss
• 1:18
  prevention,
• 1:18
  business
• 1:19
  continuity,
• 1:19
  brand
• 1:20
  education
• 1:21
  for
• 1:21
  our
• 1:21
  retail
• 1:21
  and
• 1:22
  our
• 1:22
  services
• 1:22
  space
• 1:23
  eventing
• 1:24
  and
• 1:24
  experiences,
• 1:25
  and
• 1:25
  then
• 1:25
  the
• 1:26
  omnichannel
• 1:26
  experience
• 1:27
  for
• 1:27
  our
• 1:27
  guests
• 1:28
  across
• 1:28
  the
• 1:28
  enterprise.
• 1:28
  Got
• 1:29
  it.
• 1:29
  Just
• 1:29
  that,
• 1:30
  huh?
• 1:30
  Yes.
• 1:30
  Yeah,
• 1:30
  I
• 1:30
  didn't
• 1:31
  hear
• 1:31
  the
• 1:31
  kitchen
• 1:31
  sink
• 1:31
  in
• 1:31
  there.
• 1:32
  I
• 1:32
  know
• 1:32
  I
• 1:32
  need
• 1:33
  like
• 1:33
  a
• 1:33
  two
• 1:33
  sided
• 1:34
  business
• 1:34
  card,
• 1:34
  but
• 1:35
  you
• 1:35
  know,
• 1:35
  we
• 1:35
  just
• 1:35
  go
• 1:35
  with
• 1:36
  CRO.
• 1:36
  CRO,
• 1:38
  that
• 1:38
  works
• 1:38
  too.
• 1:38
  Oh
• 1:39
  my
• 1:39
  gosh.
• 1:39
  Well,
• 1:40
  you
• 1:40
  mentioned
• 1:41
  Omnichannel.
• 1:42
  Omnichannel
• 1:43
  expectations
• 1:43
  are
• 1:44
  obviously
• 1:44
  changing,
• 1:45
  especially
• 1:45
  in
• 1:45
  the
• 1:45
  beauty
• 1:46
  category.
• 1:48
  How
• 1:48
  do
• 1:49
  you
• 1:49
  feel
• 1:49
  like
• 1:49
  the
• 1:50
  physical
• 1:50
  stores
• 1:50
  are
• 1:51
  going
• 1:51
  from,
• 1:51
  you
• 1:52
  know,
• 1:52
  just
• 1:52
  the
• 1:52
  place
• 1:52
  where
• 1:52
  you
• 1:53
  go
• 1:53
  pick
• 1:53
  up
• 1:53
  your
• 1:53
  product
• 1:54
  to
• 1:55
  more
• 1:55
  experience
• 1:56
  driven,
• 1:57
  Especially
• 1:57
  as
• 1:58
  you
• 1:58
  think
• 1:58
  about
• 1:58
  your
• 1:58
  consumers
• 1:59
  maybe
• 1:59
  starting
• 2:00
  online
• 2:00
  and
• 2:00
  then
• 2:00
  coming
• 2:01
  in
• 2:01
  store
• 2:02
  to
• 2:02
  really
• 2:02
  touch,
• 2:03
  feel
• 2:03
  and
• 2:03
  get
• 2:04
  their
• 2:04
  real
• 2:04
  product
• 2:05
  experience?
• 2:06
  Well,
• 2:06
  I
• 2:06
  will
• 2:07
  say
• 2:07
  that
• 2:07
  at
• 2:07
  Ulta
• 2:08
  Beauty,
• 2:08
  stores
• 2:09
  are
• 2:09
  queen.
• 2:10
  They
• 2:10
  are
• 2:11
  absolutely
• 2:11
  central
• 2:12
  to
• 2:12
  the
• 2:12
  omnichannel
• 2:13
  strategy.
• 2:13
  And
• 2:14
  so
• 2:14
  when
• 2:14
  we
• 2:14
  think
• 2:14
  about
• 2:15
  it,
• 2:15
  we
• 2:15
  design
• 2:15
  our
• 2:16
  stores
• 2:16
  with
• 2:17
  the
• 2:17
  guest
• 2:17
  experience
• 2:18
  in
• 2:18
  mind.
• 2:18
  When
• 2:19
  you
• 2:19
  think
• 2:19
  about
• 2:19
  1500
• 2:20
  stores,
• 2:20
  60,000
• 2:21
  associates
• 2:22
  bringing
• 2:23
  to
• 2:23
  life,
• 2:23
  you
• 2:23
  know,
• 2:24
  within
• 2:24
  our
• 2:24
  stores
• 2:25
  experience,
• 2:26
  that's
• 2:26
  how
• 2:26
  beauty
• 2:27
  really
• 2:27
  happens.
• 2:28
  And
• 2:28
  it
• 2:28
  happens
• 2:28
  at
• 2:29
  Ulta
• 2:29
  Beauty
• 2:29
  in
• 2:30
  a
• 2:30
  highly
• 2:30
  experiential
• 2:31
  way,
• 2:31
  an
• 2:32
  immersive
• 2:32
  way,
• 2:33
  and
• 2:33
  in
• 2:33
  a
• 2:33
  way
• 2:33
  that
• 2:34
  the
• 2:34
  guests
• 2:34
  can
• 2:35
  really
• 2:35
  discover
• 2:35
  and
• 2:36
  play.
• 2:36
  And
• 2:37
  so
• 2:37
  while
• 2:37
  technology
• 2:38
  is
• 2:38
  key
• 2:38
  and
• 2:39
  omnichannel
• 2:40
  is
• 2:40
  critical,
• 2:41
  we
• 2:41
  see
• 2:41
  technology
• 2:42
  really
• 2:42
  more
• 2:43
  so
• 2:43
  as
• 2:43
  an
• 2:43
  enabler
• 2:44
  to
• 2:44
  both
• 2:45
  kind
• 2:45
  of
• 2:45
  elevate
• 2:46
  and
• 2:46
  take
• 2:46
  that
• 2:46
  guest
• 2:47
  experience
• 2:47
  to
• 2:47
  the
• 2:48
  next
• 2:48
  level.
• 2:49
  As
• 2:49
  they
• 2:49
  almost
• 2:50
  deepen
• 2:50
  their
• 2:50
  engagement
• 2:51
  with
• 2:51
  us
• 2:51
  through
• 2:52
  the
• 2:52
  app
• 2:52
  and
• 2:52
  through
• 2:53
  online.
• 2:53
  And
• 2:54
  then
• 2:54
  when
• 2:54
  they
• 2:54
  come
• 2:54
  into
• 2:54
  the
• 2:55
  store,
• 2:55
  but
• 2:56
  also
• 2:56
  when
• 2:56
  they
• 2:56
  come
• 2:56
  into
• 2:56
  the
• 2:57
  store,
• 2:57
  we've
• 2:57
  designed
• 2:57
  these
• 2:58
  really
• 2:58
  amazing
• 2:58
  immersive
• 2:59
  experiences.
• 3:00
  Yeah,
• 3:00
  tell
• 3:00
  us
• 3:00
  about
• 3:00
  something.
• 3:01
  Yeah.
• 3:01
  Inclusive,
• 3:01
  like
• 3:01
  salons.
• 3:02
  I
• 3:02
  mean,
• 3:02
  we
• 3:02
  have
• 3:03
  services
• 3:03
  in
• 3:03
  our
• 3:03
  stores.
• 3:04
  We
• 3:04
  do
• 3:04
  hair,
• 3:04
  brow
• 3:05
  makeup,
• 3:06
  ear
• 3:06
  piercings
• 3:07
  in
• 3:07
  our
• 3:07
  store,
• 3:08
  which
• 3:08
  you
• 3:08
  can't
• 3:09
  do
• 3:09
  online.
• 3:10
  Right.
• 3:10
  Those
• 3:10
  are
• 3:10
  the
• 3:11
  things
• 3:11
  you
• 3:11
  cannot
• 3:11
  do
• 3:11
  online.
• 3:12
  We
• 3:12
  do
• 3:12
  eventing
• 3:13
  in
• 3:13
  our
• 3:13
  stores,
• 3:13
  which
• 3:14
  has,
• 3:14
  you
• 3:14
  know,
• 3:15
  been
• 3:15
  a
• 3:15
  really
• 3:15
  incredible
• 3:16
  and
• 3:16
  powerful
• 3:16
  thing
• 3:16
  for
• 3:17
  us
• 3:17
  as
• 3:17
  well.
• 3:17
  So
• 3:18
  it's
• 3:19
  really
• 3:19
  about
• 3:19
  high
• 3:20
  touch
• 3:20
  connection.
• 3:20
  And
• 3:21
  at
• 3:21
  the
• 3:21
  same
• 3:21
  time,
• 3:21
  we're
• 3:21
  meeting
• 3:22
  the
• 3:22
  guests
• 3:22
  where
• 3:22
  they're
• 3:22
  at,
• 3:23
  whether
• 3:23
  they're
• 3:23
  shopping
• 3:24
  in
• 3:24
  the
• 3:24
  app,
• 3:24
  whether
• 3:25
  they're
• 3:25
  shopping
• 3:25
  online
• 3:25
  or
• 3:26
  in
• 3:26
  our
• 3:26
  stores,
• 3:27
  we
• 3:27
  are
• 3:27
  really
• 3:28
  making
• 3:28
  that
• 3:28
  a
• 3:28
  seamless
• 3:29
  experience
• 3:29
  for
• 3:29
  them.
• 3:30
  So
• 3:30
  it
• 3:30
  feels
• 3:31
  very
• 3:31
  authentic.
• 3:32
  And
• 3:32
  how
• 3:32
  has
• 3:33
  that
• 3:33
  changed
• 3:33
  some
• 3:33
  of
• 3:33
  the
• 3:34
  tools
• 3:34
  that
• 3:34
  your
• 3:35
  beauty
• 3:36
  associates
• 3:36
  are
• 3:37
  using?
• 3:37
  Like,
• 3:38
  when
• 3:38
  you
• 3:38
  think
• 3:38
  about
• 3:38
  the
• 3:38
  tech,
• 3:39
  you
• 3:39
  said
• 3:39
  it's
• 3:39
  more
• 3:40
  of
• 3:40
  an
• 3:40
  enabler.
• 3:40
  What
• 3:41
  are
• 3:41
  some
• 3:41
  of
• 3:41
  the
• 3:41
  things
• 3:42
  that
• 3:42
  they're
• 3:42
  finding
• 3:43
  they
• 3:43
  enjoy
• 3:44
  most
• 3:44
  about
• 3:44
  having
• 3:45
  that
• 3:46
  technology
• 3:46
  at
• 3:46
  their
• 3:47
  fingertips?
• 3:47
  Yeah,
• 3:47
  I
• 3:47
  think,
• 3:48
  you
• 3:48
  know,
• 3:48
  technology
• 3:49
  both
• 3:49
  for
• 3:49
  the
• 3:50
  guests.
• 3:50
  So
• 3:50
  we've
• 3:50
  had
• 3:50
  quite
• 3:51
  a
• 3:51
  few,
• 3:51
  like,
• 3:51
  app
• 3:51
  enhancements.
• 3:52
  So
• 3:52
  when
• 3:52
  I
• 3:52
  think
• 3:53
  about
• 3:53
  the
• 3:53
  guest
• 3:53
  experience
• 3:54
  and
• 3:54
  really
• 3:54
  what
• 3:55
  they're
• 3:55
  experiencing
• 3:56
  both
• 3:56
  online
• 3:56
  and
• 3:56
  in
• 3:57
  our
• 3:57
  app,
• 3:57
  it's
• 3:58
  really
• 3:58
  quite
• 3:58
  remarkable,
• 3:59
  the
• 3:59
  work
• 3:59
  that
• 4:00
  the
• 4:00
  digital
• 4:00
  team
• 4:00
  has
• 4:01
  done
• 4:01
  this
• 4:01
  last
• 4:01
  year
• 4:02
  and
• 4:02
  really
• 4:02
  made
• 4:02
  that
• 4:03
  experience
• 4:03
  fun,
• 4:04
  and
• 4:05
  also
• 4:05
  about
• 4:05
  discovery
• 4:06
  as
• 4:06
  well
• 4:06
  as
• 4:07
  kind
• 4:07
  of
• 4:07
  that's
• 4:07
  where
• 4:07
  the
• 4:08
  guest
• 4:08
  goes
• 4:08
  to
• 4:08
  kind
• 4:09
  of,
• 4:09
  you
• 4:09
  know,
• 4:09
  at
• 4:09
  times
• 4:10
  they
• 4:10
  purchase,
• 4:10
  but
• 4:10
  other
• 4:11
  times
• 4:11
  it's
• 4:11
  like
• 4:11
  that's
• 4:11
  where
• 4:12
  I
• 4:12
  go
• 4:12
  to
• 4:12
  kind
• 4:12
  of
• 4:12
  do
• 4:13
  my
• 4:13
  research,
• 4:13
  check
• 4:14
  things
• 4:14
  out
• 4:14
  a
• 4:14
  little
• 4:15
  bit,
• 4:15
  see
• 4:15
  where
• 4:15
  the
• 4:15
  product's
• 4:16
  at,
• 4:16
  because
• 4:16
  you
• 4:17
  can
• 4:17
  check
• 4:17
  to
• 4:17
  see
• 4:17
  if
• 4:18
  that's
• 4:18
  in
• 4:18
  store
• 4:19
  and
• 4:19
  then
• 4:19
  come
• 4:19
  into
• 4:19
  the
• 4:20
  store,
• 4:20
  whether
• 4:21
  it's
• 4:21
  to
• 4:21
  buy,
• 4:21
  you
• 4:22
  know,
• 4:22
  having
• 4:22
  bought
• 4:22
  it
• 4:22
  online
• 4:23
  and
• 4:23
  pick
• 4:23
  it
• 4:23
  up
• 4:23
  in
• 4:24
  store
• 4:24
  or
• 4:24
  come
• 4:24
  in
• 4:24
  store
• 4:25
  to
• 4:25
  do
• 4:25
  that
• 4:26
  and
• 4:26
  more.
• 4:26
  And
• 4:27
  so
• 4:27
  it's
• 4:27
  really
• 4:27
  about
• 4:28
  enabling
• 4:28
  and
• 4:29
  arming
• 4:29
  the
• 4:29
  guests
• 4:30
  with
• 4:30
  things
• 4:30
  at
• 4:31
  their
• 4:31
  fingertips
• 4:31
  to
• 4:32
  really
• 4:32
  elevate
• 4:32
  their
• 4:32
  experience.
• 4:33
  But
• 4:33
  then
• 4:33
  in
• 4:33
  store,
• 4:34
  with
• 4:34
  our
• 4:34
  associates,
• 4:35
  it's
• 4:35
  also
• 4:35
  enabling
• 4:36
  them
• 4:36
  through
• 4:36
  technology
• 4:37
  to
• 4:37
  be
• 4:37
  able
• 4:37
  to
• 4:38
  assess
• 4:39
  inventory
• 4:39
  needs,
• 4:40
  replenish
• 4:41
  the
• 4:41
  stores.
• 4:42
  When
• 4:42
  we
• 4:42
  think
• 4:42
  about
• 4:43
  processes,
• 4:44
  technology
• 4:44
  becomes
• 4:45
  really
• 4:45
  important,
• 4:46
  along
• 4:47
  with
• 4:47
  some
• 4:47
  of
• 4:47
  our
• 4:48
  technology
• 4:48
  around
• 4:49
  Glamlab,
• 4:49
  et
• 4:50
  cetera,
• 4:50
  for
• 4:50
  guest
• 4:50
  engagement.
• 4:51
  Yeah,
• 4:51
  yeah.
• 4:51
  Imagine
• 4:52
  heading
• 4:52
  up
• 4:52
  stores.
• 4:52
  You
• 4:53
  gotta
• 4:53
  be
• 4:53
  in
• 4:53
  lockstep
• 4:53
  with
• 4:53
  your
• 4:54
  product
• 4:54
  teams
• 4:54
  for
• 4:54
  those
• 4:54
  associates
• 4:55
  to
• 4:55
  make
• 4:55
  sure
• 4:55
  that
• 4:56
  you're
• 4:56
  giving
• 4:56
  them
• 4:56
  the
• 4:56
  tools
• 4:57
  that
• 4:57
  they
• 4:57
  need.
• 4:57
  Absolutely.
• 4:58
  Thousand
• 4:59
  percent.
• 5:00
  So
• 5:00
  one
• 5:01
  of
• 5:01
  the
• 5:01
  things
• 5:01
  that
• 5:01
  in
• 5:02
  researching
• 5:02
  for
• 5:02
  this
• 5:02
  interview
• 5:02
  that
• 5:03
  I
• 5:03
  saw
• 5:03
  that
• 5:04
  Ulta
• 5:04
  Beauty
• 5:04
  is
• 5:05
  definitely
• 5:05
  putting
• 5:05
  a
• 5:06
  foot
• 5:06
  forward
• 5:06
  in
• 5:06
  is
• 5:06
  the
• 5:07
  idea
• 5:07
  of
• 5:07
  events.
• 5:08
  And
• 5:08
  when
• 5:08
  I
• 5:08
  see
• 5:08
  events,
• 5:09
  you
• 5:09
  know,
• 5:09
  from
• 5:09
  our
• 5:09
  background
• 5:10
  too,
• 5:10
  events
• 5:10
  are
• 5:10
  tricky
• 5:11
  because
• 5:11
  they're
• 5:11
  hard
• 5:11
  to
• 5:11
  scale.
• 5:12
  So
• 5:12
  what
• 5:13
  has
• 5:13
  been
• 5:13
  the
• 5:13
  reception
• 5:13
  of
• 5:14
  those,
• 5:14
  first
• 5:14
  of
• 5:14
  all
• 5:14
  from
• 5:15
  your
• 5:15
  customer
• 5:15
  and
• 5:15
  then
• 5:16
  how
• 5:16
  are
• 5:16
  you
• 5:16
  approaching
• 5:17
  them
• 5:17
  so
• 5:17
  that
• 5:17
  you
• 5:18
  don't
• 5:18
  run
• 5:18
  into
• 5:19
  some
• 5:19
  of
• 5:19
  the
• 5:19
  issues
• 5:19
  that
• 5:19
  typically
• 5:20
  plague
• 5:20
  retailers
• 5:20
  when
• 5:20
  they
• 5:21
  try
• 5:21
  to
• 5:21
  do
• 5:21
  a
• 5:21
  lot
• 5:21
  of
• 5:21
  events?
• 5:22
  Yeah,
• 5:22
  you
• 5:22
  know,
• 5:22
  events
• 5:23
  has
• 5:23
  become
• 5:23
  a
• 5:24
  really
• 5:24
  powerful
• 5:25
  way
• 5:25
  that
• 5:25
  we
• 5:26
  are
• 5:26
  engaging
• 5:26
  with
• 5:27
  our
• 5:27
  guests
• 5:27
  and
• 5:27
  we're
• 5:27
  there,
• 5:28
  coming
• 5:28
  in
• 5:28
  and
• 5:28
  we're
• 5:28
  actually
• 5:29
  able
• 5:29
  to
• 5:29
  bring
• 5:29
  brands
• 5:30
  and
• 5:31
  beauty
• 5:31
  to
• 5:31
  life
• 5:32
  and
• 5:32
  even
• 5:32
  kind
• 5:32
  of
• 5:33
  further
• 5:33
  deepen,
• 5:33
  I
• 5:33
  would
• 5:34
  say,
• 5:34
  connection.
• 5:35
  It's
• 5:35
  a
• 5:35
  place
• 5:35
  where
• 5:35
  they
• 5:36
  come
• 5:36
  to
• 5:36
  play,
• 5:37
  discover,
• 5:38
  learn
• 5:39
  in
• 5:39
  partnership
• 5:39
  with
• 5:39
  our
• 5:40
  brands.
• 5:40
  Our
• 5:40
  brands
• 5:41
  are
• 5:41
  very
• 5:41
  present.
• 5:42
  We
• 5:42
  work
• 5:43
  really
• 5:43
  closely
• 5:43
  with
• 5:44
  our
• 5:44
  brands
• 5:44
  and
• 5:44
  a
• 5:45
  big
• 5:45
  shout
• 5:45
  out
• 5:45
  to
• 5:46
  our
• 5:46
  brands
• 5:46
  for
• 5:46
  all
• 5:46
  of
• 5:46
  their
• 5:47
  support,
• 5:48
  but
• 5:48
  we
• 5:48
  work
• 5:48
  really
• 5:48
  closely
• 5:49
  with
• 5:51
  Thousand
• 5:51
  percent.
• 5:51
  I
• 5:51
  mean,
• 5:52
  it's,
• 5:52
  it's
• 5:52
  about
• 5:52
  engaging
• 5:53
  with
• 5:53
  the
• 5:53
  brand.
• 5:53
  So
• 5:53
  we
• 5:53
  have
• 5:54
  multiple
• 5:55
  types
• 5:55
  of
• 5:55
  events.
• 5:55
  I
• 5:56
  guess
• 5:56
  you
• 5:56
  would
• 5:56
  say
• 5:56
  it's
• 5:56
  not
• 5:56
  a
• 5:57
  one
• 5:57
  size
• 5:57
  fits
• 5:57
  all
• 5:58
  and
• 5:58
  it's
• 5:58
  not
• 5:58
  cookie
• 5:58
  cutter.
• 5:59
  And
• 5:59
  I
• 5:59
  think
• 5:59
  that's
• 5:59
  what's
• 5:59
  making
• 6:00
  it
• 6:00
  really
• 6:00
  different
• 6:01
  for
• 6:01
  us.
• 6:01
  We
• 6:02
  had
• 6:02
  planned
• 6:02
  to
• 6:02
  do
• 6:03
  70,000
• 6:03
  events
• 6:04
  in
• 6:04
  2025,
• 6:07
  and
• 6:07
  through
• 6:08
  Q3,
• 6:08
  we
• 6:09
  had
• 6:09
  already
• 6:09
  executed
• 6:10
  against
• 6:10
  86,000
• 6:11
  events.
• 6:12
  And
• 6:13
  the
• 6:13
  guest
• 6:13
  response
• 6:14
  to
• 6:14
  these
• 6:14
  events
• 6:14
  has
• 6:15
  been
• 6:15
  just
• 6:15
  remarkable.
• 6:17
  We
• 6:17
  launched
• 6:17
  a
• 6:17
  new
• 6:17
  event
• 6:18
  platform
• 6:18
  so
• 6:19
  you
• 6:19
  can
• 6:19
  go
• 6:19
  out
• 6:19
  and
• 6:19
  you
• 6:19
  can
• 6:20
  see
• 6:20
  where
• 6:20
  your
• 6:20
  local
• 6:20
  events
• 6:21
  are
• 6:21
  happening
• 6:21
  at
• 6:21
  your
• 6:21
  Ulta
• 6:22
  Beauty
• 6:22
  stores.
• 6:22
  And
• 6:22
  you
• 6:23
  can
• 6:23
  actually
• 6:23
  sign
• 6:23
  up
• 6:23
  an
• 6:24
  RSVP
• 6:24
  to
• 6:24
  attend
• 6:25
  the
• 6:25
  event,
• 6:25
  which
• 6:26
  is
• 6:26
  really
• 6:26
  great.
• 6:26
  Our
• 6:27
  teams,
• 6:27
  our
• 6:27
  brands
• 6:28
  and
• 6:28
  our
• 6:28
  guests
• 6:29
  to
• 6:29
  really
• 6:29
  kind
• 6:29
  of
• 6:29
  come
• 6:29
  together
• 6:30
  to
• 6:30
  know
• 6:30
  what's
• 6:31
  happening
• 6:31
  during
• 6:31
  these
• 6:32
  events.
• 6:32
  And
• 6:32
  if
• 6:32
  I
• 6:33
  may,
• 6:33
  I'll
• 6:33
  just
• 6:33
  share
• 6:33
  one
• 6:34
  other
• 6:34
  example,
• 6:34
  birthday
• 6:35
  parties.
• 6:36
  So
• 6:36
  we
• 6:36
  launched
• 6:37
  birthday
• 6:37
  parties
• 6:38
  this
• 6:38
  last
• 6:39
  fall.
• 6:39
  And
• 6:39
  I
• 6:39
  don't
• 6:39
  know
• 6:39
  about
• 6:39
  you
• 6:40
  guys,
• 6:40
  but
• 6:40
  when
• 6:41
  I
• 6:41
  was
• 6:41
  growing
• 6:41
  up,
• 6:41
  McDonald's
• 6:42
  was
• 6:42
  like
• 6:43
  the
• 6:43
  place.
• 6:43
  If
• 6:43
  you
• 6:44
  could
• 6:44
  score
• 6:44
  a
• 6:44
  birthday
• 6:45
  party
• 6:45
  at
• 6:45
  McDonald's,
• 6:46
  oh,
• 6:47
  that
• 6:47
  was
• 6:47
  like
• 6:47
  golden.
• 6:48
  And
• 6:48
  so
• 6:48
  that's
• 6:48
  how
• 6:48
  we
• 6:49
  want,
• 6:49
  you
• 6:50
  know,
• 6:50
  the
• 6:50
  next
• 6:50
  generation
• 6:51
  and
• 6:51
  as
• 6:51
  we
• 6:51
  think
• 6:51
  about
• 6:52
  crossing
• 6:52
  over
• 6:52
  generations
• 6:53
  to
• 6:53
  really
• 6:53
  view
• 6:53
  Ulta
• 6:54
  Beauty
• 6:54
  as
• 6:54
  a
• 6:54
  place
• 6:54
  to
• 6:55
  come
• 6:55
  to
• 6:55
  celebrate
• 6:56
  all
• 6:56
  of
• 6:56
  those
• 6:56
  moments
• 6:57
  in
• 6:57
  life
• 6:57
  and
• 6:58
  really
• 6:58
  be
• 6:58
  beauty
• 6:59
  destination
• 6:59
  for
• 6:59
  A
• 6:59
  lifetime.
• 7:00
  So
• 7:00
  Amy,
• 7:00
  you
• 7:00
  mentioned
• 7:00
  birthday
• 7:01
  parties.
• 7:01
  Like,
• 7:01
  I'm
• 7:01
  curious
• 7:02
  of
• 7:02
  those
• 7:02
  80,000
• 7:02
  events,
• 7:03
  like,
• 7:03
  where
• 7:03
  do
• 7:03
  they
• 7:03
  begin
• 7:04
  and
• 7:04
  end?
• 7:04
  Like,
• 7:04
  what's
• 7:05
  the
• 7:05
  range?
• 7:05
  Like,
• 7:05
  where
• 7:05
  does
• 7:06
  it,
• 7:06
  like
• 7:06
  what's
• 7:06
  an
• 7:07
  example?
• 7:07
  And
• 7:07
  then
• 7:07
  what
• 7:07
  does
• 7:07
  it
• 7:08
  go
• 7:08
  to?
• 7:08
  That's
• 7:08
  like
• 7:08
  the
• 7:09
  most
• 7:09
  cool
• 7:10
  type
• 7:10
  of
• 7:10
  events
• 7:10
  that
• 7:10
  you
• 7:11
  guys
• 7:11
  are
• 7:11
  doing.
• 7:11
  Yeah.
• 7:12
  I
• 7:12
  think
• 7:12
  on
• 7:12
  the
• 7:12
  smaller
• 7:13
  scale,
• 7:13
  our
• 7:14
  stores
• 7:14
  do
• 7:14
  store
• 7:15
  generated
• 7:15
  events.
• 7:15
  So
• 7:16
  there
• 7:16
  may
• 7:16
  be
• 7:16
  a
• 7:16
  new
• 7:16
  product
• 7:17
  launch
• 7:17
  or
• 7:17
  there
• 7:18
  may
• 7:18
  be
• 7:19
  one
• 7:19
  of
• 7:19
  our
• 7:19
  iconic
• 7:20
  brands
• 7:20
  where
• 7:20
  we're,
• 7:21
  we're
• 7:22
  organically
• 7:22
  having
• 7:23
  events
• 7:23
  that
• 7:23
  we
• 7:23
  do
• 7:24
  put
• 7:24
  into
• 7:24
  the
• 7:24
  portal,
• 7:25
  but
• 7:25
  that
• 7:25
  the
• 7:25
  guests
• 7:25
  can
• 7:25
  come
• 7:26
  in
• 7:26
  and
• 7:26
  really
• 7:26
  engage
• 7:26
  with
• 7:27
  our
• 7:27
  associates,
• 7:28
  maybe
• 7:28
  learn
• 7:28
  about
• 7:29
  application,
• 7:30
  maybe
• 7:30
  learn
• 7:30
  about
• 7:31
  the
• 7:31
  product
• 7:31
  and
• 7:32
  have
• 7:32
  some
• 7:32
  fun.
• 7:32
  And
• 7:32
  what
• 7:33
  we're
• 7:33
  seeing
• 7:33
  is
• 7:33
  people
• 7:33
  are
• 7:34
  coming
• 7:34
  in
• 7:34
  in
• 7:34
  pairs.
• 7:35
  Most
• 7:35
  people
• 7:35
  aren't
• 7:35
  coming
• 7:36
  in
• 7:36
  by
• 7:36
  themselves.
• 7:36
  They're
• 7:37
  coming
• 7:37
  in
• 7:37
  with
• 7:38
  maybe
• 7:38
  their
• 7:38
  mom
• 7:38
  or
• 7:39
  their
• 7:39
  daughter.
• 7:39
  They're
• 7:40
  coming
• 7:40
  with
• 7:40
  friends.
• 7:41
  And
• 7:41
  so
• 7:41
  it's
• 7:41
  really,
• 7:42
  it's
• 7:42
  a
• 7:42
  way
• 7:42
  to
• 7:42
  kind
• 7:43
  of
• 7:43
  interact
• 7:43
  and
• 7:43
  engage
• 7:44
  and
• 7:44
  go
• 7:44
  have
• 7:44
  a
• 7:44
  fun
• 7:44
  day
• 7:45
  out
• 7:45
  together.
• 7:46
  Now
• 7:46
  that's
• 7:46
  on
• 7:47
  probably
• 7:47
  more
• 7:47
  of
• 7:47
  the
• 7:48
  smaller
• 7:48
  scale.
• 7:49
  What
• 7:49
  I
• 7:49
  would
• 7:49
  say
• 7:49
  we
• 7:50
  do
• 7:50
  a
• 7:50
  lot
• 7:50
  of
• 7:50
  is
• 7:50
  partnering
• 7:51
  with
• 7:51
  our
• 7:51
  brands
• 7:51
  and
• 7:52
  that's
• 7:52
  when
• 7:52
  our
• 7:52
  brands
• 7:52
  come
• 7:53
  in
• 7:53
  with
• 7:53
  brand
• 7:53
  support
• 7:54
  through
• 7:54
  their
• 7:54
  field
• 7:55
  teams.
• 7:55
  And
• 7:55
  that's
• 7:56
  where
• 7:56
  we
• 7:56
  have
• 7:57
  that
• 7:57
  next
• 7:57
  kind
• 7:57
  of
• 7:58
  step
• 7:58
  up
• 7:58
  in
• 7:58
  eventing
• 7:59
  where
• 7:59
  there
• 7:59
  might
• 8:00
  be
• 8:00
  gift
• 8:00
  with
• 8:00
  purchases.
• 8:01
  And
• 8:01
  we're
• 8:01
  really
• 8:01
  kind
• 8:02
  of
• 8:02
  getting
• 8:02
  from
• 8:02
  the
• 8:02
  experts,
• 8:03
  you
• 8:03
  know,
• 8:04
  tips
• 8:04
  and
• 8:04
  tricks
• 8:05
  around
• 8:05
  the
• 8:05
  efficacy
• 8:06
  of
• 8:06
  a
• 8:06
  product,
• 8:07
  application
• 8:08
  of
• 8:08
  the
• 8:08
  makeup.
• 8:09
  And
• 8:09
  then
• 8:09
  all
• 8:09
  the
• 8:09
  way
• 8:10
  to
• 8:10
  bright
• 8:10
  would
• 8:11
  be
• 8:11
  those
• 8:11
  celebrity
• 8:12
  events
• 8:12
  that
• 8:12
  we
• 8:12
  do,
• 8:13
  which
• 8:13
  we've
• 8:13
  had
• 8:13
  several,
• 8:14
  like
• 8:15
  red
• 8:15
  carpet
• 8:15
  style
• 8:16
  events
• 8:16
  with
• 8:16
  celebrities
• 8:17
  like
• 8:17
  Paris
• 8:17
  Hilton
• 8:19
  and,
• 8:19
  you
• 8:19
  know,
• 8:19
  many
• 8:20
  others,
• 8:20
  you
• 8:20
  know,
• 8:20
  Beyonce
• 8:21
  with
• 8:21
  the
• 8:22
  launch
• 8:22
  of
• 8:22
  Sacred,
• 8:23
  where
• 8:23
  we
• 8:23
  have
• 8:24
  events
• 8:25
  that,
• 8:25
  you
• 8:25
  know,
• 8:25
  introduce
• 8:26
  kind
• 8:26
  of
• 8:26
  that
• 8:26
  celebrity
• 8:27
  component
• 8:27
  are
• 8:28
  a
• 8:28
  little
• 8:28
  more
• 8:28
  iconic.
• 8:29
  And
• 8:29
  then
• 8:29
  the
• 8:30
  upper,
• 8:30
  upper
• 8:30
  echelon
• 8:31
  is
• 8:31
  our
• 8:31
  Ulta
• 8:31
  Beauty
• 8:31
  World,
• 8:32
  which
• 8:32
  we
• 8:32
  did
• 8:32
  our
• 8:33
  first
• 8:33
  consumer
• 8:33
  event
• 8:34
  last
• 8:34
  year
• 8:35
  is.
• 8:35
  This
• 8:35
  like
• 8:35
  Ulta
• 8:36
  Beauty,
• 8:36
  your.
• 8:37
  Your
• 8:37
  like
• 8:37
  employee
• 8:38
  thing,
• 8:38
  but
• 8:38
  for
• 8:40
  customers
• 8:40
  it
• 8:41
  is.
• 8:41
  So
• 8:41
  we
• 8:42
  have
• 8:42
  had
• 8:42
  our
• 8:42
  field
• 8:42
  leadership
• 8:43
  conference
• 8:43
  for
• 8:44
  over
• 8:44
  a
• 8:44
  decade.
• 8:44
  Yes,
• 8:45
  yes.
• 8:45
  And
• 8:46
  you.
• 8:46
  It
• 8:46
  sounds
• 8:46
  like,
• 8:47
  you
• 8:47
  know,
• 8:47
  it
• 8:48
  sounds
• 8:48
  like,
• 8:48
  you
• 8:48
  know,
• 8:49
  going
• 8:49
  on
• 8:49
  there.
• 8:50
  Yes.
• 8:50
  Our.
• 8:51
  Okay,
• 8:51
  we'll
• 8:52
  get
• 8:52
  you.
• 8:52
  Okay.
• 8:54
  Our
• 8:54
  brands
• 8:55
  are
• 8:55
  just
• 8:55
  incredibly
• 8:56
  supportive
• 8:56
  of
• 8:57
  really
• 8:57
  getting
• 8:57
  their
• 8:58
  product
• 8:58
  and
• 8:58
  really
• 8:58
  educating
• 8:59
  our
• 8:59
  general
• 8:59
  managers.
• 9:00
  What
• 9:00
  that
• 9:01
  conference
• 9:01
  is
• 9:01
  all
• 9:01
  about.
• 9:01
  It's
• 9:02
  about
• 9:02
  leadership
• 9:03
  development
• 9:03
  and
• 9:03
  it's
• 9:04
  about
• 9:04
  strategy
• 9:05
  and
• 9:05
  setting
• 9:05
  the
• 9:05
  tone
• 9:06
  for
• 9:06
  the
• 9:06
  year
• 9:06
  and
• 9:06
  it's
• 9:07
  about
• 9:07
  engagement
• 9:07
  and
• 9:07
  learning
• 9:08
  from
• 9:08
  our
• 9:08
  brands.
• 9:09
  Our
• 9:09
  Ulta
• 9:09
  Beauty
• 9:10
  World
• 9:10
  last
• 9:10
  year
• 9:10
  was
• 9:11
  our
• 9:11
  first
• 9:11
  ever,
• 9:12
  ever.
• 9:12
  It
• 9:12
  was
• 9:12
  our
• 9:13
  inaugural
• 9:13
  Ulta
• 9:14
  Beauty
• 9:14
  World
• 9:14
  and
• 9:14
  we
• 9:15
  tagged
• 9:16
  that
• 9:16
  on
• 9:16
  to
• 9:17
  our
• 9:17
  field
• 9:18
  leadership
• 9:18
  conference
• 9:19
  so
• 9:19
  that
• 9:19
  our
• 9:19
  brands
• 9:20
  could
• 9:20
  stay
• 9:20
  present
• 9:21
  and
• 9:21
  be
• 9:21
  there.
• 9:21
  And
• 9:22
  I
• 9:22
  will
• 9:22
  tell
• 9:22
  you,
• 9:22
  the
• 9:23
  response
• 9:23
  was
• 9:23
  just
• 9:24
  overwhelmingly
• 9:24
  positive.
• 9:25
  We
• 9:25
  have
• 9:26
  seen
• 9:26
  so
• 9:26
  much
• 9:27
  engagement
• 9:27
  on
• 9:27
  social
• 9:28
  media
• 9:28
  and
• 9:28
  out
• 9:28
  there
• 9:29
  with
• 9:29
  the
• 9:29
  guests
• 9:30
  that
• 9:30
  are
• 9:30
  really
• 9:30
  excited.
• 9:31
  Tickets
• 9:31
  go
• 9:31
  on
• 9:32
  sale
• 9:33
  here
• 9:33
  in
• 9:33
  just
• 9:34
  a
• 9:34
  short
• 9:34
  week
• 9:35
  and,
• 9:36
  and
• 9:36
  I
• 9:36
  think,
• 9:36
  you
• 9:37
  know,
• 9:37
  we're
• 9:37
  going
• 9:37
  to
• 9:37
  have
• 9:38
  a
• 9:38
  lot
• 9:38
  of
• 9:38
  people
• 9:38
  looking
• 9:39
  for
• 9:39
  that
• 9:39
  ticket.
• 9:39
  It's
• 9:40
  really
• 9:40
  interesting
• 9:41
  how
• 9:41
  you're
• 9:42
  looking
• 9:42
  at
• 9:42
  that
• 9:42
  almost
• 9:43
  as
• 9:43
  an
• 9:43
  additional
• 9:44
  revenue
• 9:44
  stream
• 9:44
  for
• 9:45
  future
• 9:45
  potentially
• 9:46
  too.
• 9:46
  Like
• 9:46
  you
• 9:46
  go
• 9:46
  and
• 9:47
  get
• 9:47
  the
• 9:47
  product
• 9:47
  but
• 9:47
  now
• 9:48
  you
• 9:48
  have
• 9:48
  these
• 9:48
  events
• 9:49
  that
• 9:49
  are
• 9:49
  helping,
• 9:50
  you
• 9:50
  know,
• 9:50
  bring
• 9:50
  in
• 9:50
  new
• 9:51
  customers
• 9:51
  at
• 9:51
  birthday
• 9:51
  parties,
• 9:52
  but
• 9:52
  then
• 9:52
  also
• 9:52
  the
• 9:53
  Ulta
• 9:53
  beauty
• 9:53
  world
• 9:54
  being
• 9:54
  like
• 9:55
  going
• 9:55
  to
• 9:55
  a
• 9:55
  play.
• 9:56
  But
• 9:56
  you
• 9:56
  are
• 9:56
  going
• 9:57
  to
• 9:57
  see
• 9:57
  this
• 9:58
  exhibition
• 9:59
  of
• 9:59
  makeup
• 9:59
  and
• 10:00
  beauty
• 10:00
  products.
• 10:00
  Yes.
• 10:01
  It
• 10:01
  truly
• 10:02
  is
• 10:02
  like
• 10:02
  nothing
• 10:02
  you've
• 10:03
  ever
• 10:03
  seen.
• 10:03
  Right.
• 10:04
  Last
• 10:04
  year
• 10:04
  we
• 10:04
  had
• 10:04
  almost
• 10:04
  200
• 10:05
  brands
• 10:06
  participate
• 10:07
  and
• 10:07
  we
• 10:07
  had
• 10:08
  1500
• 10:09
  attendees
• 10:10
  last
• 10:10
  year
• 10:11
  and
• 10:11
  it
• 10:11
  was,
• 10:11
  it
• 10:11
  was
• 10:12
  remarkable.
• 10:12
  And
• 10:12
  you're
• 10:13
  right,
• 10:13
  it's
• 10:13
  a
• 10:13
  place
• 10:13
  where
• 10:13
  you
• 10:13
  get
• 10:14
  to,
• 10:14
  you
• 10:14
  get
• 10:15
  to
• 10:15
  discover
• 10:15
  and
• 10:15
  I
• 10:16
  think
• 10:16
  that
• 10:16
  in
• 10:16
  a,
• 10:17
  in
• 10:17
  a
• 10:17
  place
• 10:17
  that's
• 10:18
  fun
• 10:18
  and
• 10:19
  interactive
• 10:19
  with
• 10:19
  these
• 10:20
  amazing
• 10:20
  activations
• 10:21
  and
• 10:22
  you
• 10:22
  know,
• 10:22
  again,
• 10:23
  people
• 10:23
  come
• 10:23
  in
• 10:23
  pairs
• 10:23
  and
• 10:24
  groups.
• 10:24
  Yes.
• 10:24
  Right.
• 10:25
  Amy,
• 10:25
  I'm
• 10:25
  curious
• 10:26
  too,
• 10:26
  like
• 10:26
  for
• 10:26
  the
• 10:27
  retailers
• 10:27
  in
• 10:27
  the
• 10:27
  audience
• 10:27
  watching
• 10:28
  or
• 10:28
  listening
• 10:28
  at
• 10:28
  home,
• 10:28
  they're
• 10:29
  trying
• 10:29
  to
• 10:29
  learn
• 10:29
  from
• 10:29
  the
• 10:30
  executive
• 10:30
  interviews
• 10:31
  we're
• 10:31
  conducting
• 10:31
  here
• 10:31
  at
• 10:32
  nrf.
• 10:32
  I'm
• 10:33
  curious
• 10:33
  too,
• 10:33
  on
• 10:33
  those
• 10:33
  smaller
• 10:34
  scale
• 10:34
  events,
• 10:34
  how
• 10:35
  do
• 10:35
  you
• 10:35
  balance,
• 10:35
  like,
• 10:35
  do
• 10:35
  the
• 10:36
  stores
• 10:36
  have
• 10:36
  the
• 10:36
  autonomy
• 10:37
  to
• 10:37
  initiate
• 10:37
  those
• 10:37
  on
• 10:37
  their
• 10:38
  own?
• 10:38
  Like,
• 10:38
  how
• 10:38
  do
• 10:38
  you
• 10:39
  balance
• 10:39
  that
• 10:39
  in
• 10:39
  terms
• 10:40
  of
• 10:40
  like,
• 10:40
  you
• 10:40
  know,
• 10:40
  because
• 10:41
  a
• 10:41
  lot
• 10:41
  of
• 10:41
  retailers
• 10:41
  we've
• 10:41
  seen
• 10:42
  will
• 10:42
  take
• 10:42
  different
• 10:42
  approaches
• 10:42
  to
• 10:43
  that.
• 10:43
  How
• 10:43
  do
• 10:43
  you
• 10:43
  all
• 10:43
  think
• 10:43
  about
• 10:44
  that?
• 10:44
  We
• 10:44
  actually
• 10:44
  have
• 10:45
  a
• 10:45
  team,
• 10:45
  we
• 10:45
  have
• 10:46
  an
• 10:46
  event
• 10:46
  team
• 10:47
  that's
• 10:47
  a
• 10:47
  central
• 10:48
  hub.
• 10:48
  So
• 10:49
  we
• 10:49
  use
• 10:49
  that
• 10:50
  team
• 10:50
  and
• 10:50
  that
• 10:51
  team
• 10:51
  really
• 10:51
  kind
• 10:51
  of
• 10:51
  manages,
• 10:52
  if
• 10:52
  you
• 10:52
  will,
• 10:53
  and
• 10:53
  coordinates
• 10:53
  and
• 10:54
  visits.
• 10:54
  Yep.
• 10:55
  Facilitates
• 10:55
  all
• 10:56
  of
• 10:56
  the
• 10:56
  events.
• 10:56
  Because
• 10:57
  what
• 10:57
  you
• 10:57
  want
• 10:57
  to
• 10:57
  do
• 10:57
  and
• 10:57
  I
• 10:57
  think
• 10:58
  where
• 10:58
  you
• 10:58
  can
• 10:58
  go
• 10:58
  wrong
• 10:59
  is
• 10:59
  you
• 11:00
  can,
• 11:00
  it
• 11:00
  can
• 11:01
  become
• 11:01
  noise
• 11:01
  and
• 11:01
  it's
• 11:02
  like
• 11:02
  repetitive
• 11:03
  and
• 11:03
  it's
• 11:03
  noisy
• 11:04
  and
• 11:04
  it
• 11:04
  seems
• 11:04
  like
• 11:04
  a
• 11:04
  sell
• 11:05
  tactic.
• 11:05
  Right.
• 11:06
  Versus
• 11:06
  really
• 11:06
  what
• 11:07
  it's
• 11:07
  meant
• 11:07
  to
• 11:07
  be
• 11:07
  is
• 11:08
  very
• 11:08
  experiential,
• 11:09
  a
• 11:10
  place
• 11:10
  to
• 11:11
  connect,
• 11:12
  learn,
• 11:13
  like
• 11:13
  I
• 11:13
  said,
• 11:13
  discover,
• 11:14
  try
• 11:15
  new
• 11:15
  things.
• 11:16
  And
• 11:16
  it's
• 11:16
  a
• 11:16
  really
• 11:16
  great
• 11:16
  way
• 11:17
  for
• 11:17
  us
• 11:17
  to
• 11:17
  really
• 11:17
  deepen
• 11:18
  that
• 11:18
  loyalty
• 11:19
  of
• 11:19
  the
• 11:19
  guest
• 11:20
  through
• 11:20
  that
• 11:20
  interaction
• 11:20
  with
• 11:21
  our
• 11:21
  amazing
• 11:21
  associates
• 11:22
  and
• 11:22
  of
• 11:22
  course
• 11:22
  with
• 11:23
  our
• 11:23
  brands
• 11:23
  who
• 11:24
  support
• 11:24
  us.
• 11:24
  We
• 11:24
  gotta
• 11:24
  make
• 11:24
  sure
• 11:24
  it's
• 11:25
  done
• 11:25
  right.
• 11:25
  Yep,
• 11:25
  absolutely.
• 11:26
  Well,
• 11:26
  Amy,
• 11:27
  you
• 11:27
  shared
• 11:28
  some
• 11:28
  really
• 11:28
  unbelievable
• 11:29
  things
• 11:29
  that
• 11:30
  you've
• 11:30
  accomplished
• 11:30
  in
• 11:31
  just
• 11:31
  the
• 11:31
  last
• 11:31
  year.
• 11:31
  Over
• 11:31
  80,000
• 11:32
  events
• 11:33
  and
• 11:33
  new
• 11:34
  types
• 11:34
  of
• 11:34
  events
• 11:34
  that
• 11:34
  you're
• 11:35
  creating.
• 11:36
  If
• 11:36
  you
• 11:37
  had
• 11:37
  to
• 11:37
  pick
• 11:37
  just
• 11:38
  one,
• 11:38
  what,
• 11:39
  what
• 11:39
  moment
• 11:40
  might
• 11:40
  there
• 11:40
  be
• 11:40
  from
• 11:41
  the
• 11:41
  last
• 11:41
  year
• 11:41
  that
• 11:41
  you
• 11:42
  feel
• 11:42
  like
• 11:42
  really
• 11:43
  let
• 11:43
  Ulta
• 11:44
  shine
• 11:44
  and
• 11:45
  share
• 11:46
  and
• 11:46
  really
• 11:47
  give
• 11:47
  their
• 11:47
  customers
• 11:49
  the
• 11:49
  best
• 11:49
  of
• 11:49
  the
• 11:49
  best?
• 11:51
  That's
• 11:51
  a
• 11:51
  really
• 11:52
  hard.
• 11:52
  It's
• 11:52
  like
• 11:53
  picking
• 11:53
  your
• 11:53
  favorite
• 11:54
  child.
• 11:55
  Because
• 11:55
  we've
• 11:55
  had
• 11:56
  so
• 11:56
  many
• 11:56
  incredible
• 11:57
  moments
• 11:58
  throughout
• 11:58
  this
• 11:58
  last
• 11:59
  year,
• 11:59
  as
• 11:59
  I'm
• 11:59
  sure
• 11:59
  you've
• 11:59
  been
• 12:00
  following
• 12:00
  our
• 12:00
  first
• 12:00
  three
• 12:01
  quarters.
• 12:02
  And
• 12:02
  so
• 12:02
  I,
• 12:03
  what
• 12:03
  I
• 12:03
  will
• 12:04
  say
• 12:04
  is
• 12:04
  this.
• 12:05
  I
• 12:05
  want
• 12:05
  to
• 12:05
  recognize
• 12:06
  our
• 12:07
  60,000
• 12:08
  frontline
• 12:09
  associates
• 12:09
  in
• 12:09
  our
• 12:10
  stores
• 12:10
  and
• 12:11
  our
• 12:11
  distribution
• 12:11
  centers
• 12:12
  who
• 12:12
  frankly
• 12:13
  have
• 12:13
  brought
• 12:14
  the
• 12:14
  magic
• 12:15
  all
• 12:15
  year
• 12:15
  long
• 12:16
  and
• 12:16
  who
• 12:16
  deliver
• 12:17
  every
• 12:17
  single
• 12:17
  day
• 12:18
  in
• 12:18
  service
• 12:18
  of
• 12:19
  our
• 12:19
  guests
• 12:19
  and
• 12:20
  each
• 12:20
  other.
• 12:21
  And
• 12:21
  they
• 12:21
  continue
• 12:22
  to
• 12:22
  just
• 12:22
  amaze
• 12:23
  me.
• 12:23
  And
• 12:24
  I'm
• 12:24
  amazed
• 12:25
  by
• 12:25
  them.
• 12:25
  Every
• 12:25
  store
• 12:26
  I
• 12:26
  go
• 12:26
  into
• 12:27
  their
• 12:27
  passion,
• 12:27
  their
• 12:28
  commitment.
• 12:29
  It's
• 12:30
  really
• 12:30
  priceless.
• 12:31
  And
• 12:31
  so
• 12:31
  I'm
• 12:32
  going
• 12:32
  to
• 12:32
  say
• 12:33
  the
• 12:33
  thing
• 12:34
  I'm
• 12:34
  most
• 12:34
  proud
• 12:34
  of
• 12:35
  is
• 12:35
  our
• 12:35
  frontline
• 12:36
  associates.
• 12:37
  So
• 12:37
  we'll
• 12:37
  get
• 12:38
  you
• 12:38
  out
• 12:38
  here
• 12:38
  on
• 12:38
  this.
• 12:39
  What
• 12:39
  brought
• 12:39
  you
• 12:39
  to
• 12:39
  nrf?
• 12:40
  Have
• 12:40
  you
• 12:40
  been
• 12:40
  here
• 12:40
  before?
• 12:41
  I'm
• 12:41
  sure
• 12:41
  you
• 12:41
  have,
• 12:41
  right?
• 12:42
  Yes,
• 12:42
  I
• 12:42
  have.
• 12:43
  But
• 12:44
  here's
• 12:44
  what
• 12:44
  I'll
• 12:44
  say.
• 12:44
  What
• 12:45
  I
• 12:45
  love
• 12:45
  about
• 12:45
  NRF
• 12:46
  is
• 12:46
  that
• 12:47
  retail
• 12:47
  is
• 12:47
  such
• 12:48
  a
• 12:48
  dynamic
• 12:48
  and
• 12:49
  exciting
• 12:50
  industry.
• 12:50
  And
• 12:50
  as
• 12:50
  you
• 12:51
  can
• 12:51
  tell,
• 12:51
  I
• 12:51
  absolutely
• 12:52
  love
• 12:52
  it.
• 12:52
  Right.
• 12:53
  You
• 12:53
  don't
• 12:54
  spend
• 12:54
  30
• 12:54
  plus
• 12:54
  years,
• 12:54
  as
• 12:55
  you
• 12:55
  guys
• 12:55
  know,
• 12:55
  in
• 12:55
  this
• 12:55
  retail
• 12:56
  industry
• 12:57
  if
• 12:57
  you
• 12:57
  don't.
• 12:57
  Love
• 12:58
  is
• 12:58
  not
• 12:59
  for
• 12:59
  the
• 12:59
  faint
• 12:59
  of
• 12:59
  heart,
• 12:59
  but
• 13:00
  it
• 13:00
  is
• 13:00
  fast
• 13:00
  paced
• 13:01
  and
• 13:01
  constantly
• 13:02
  moving.
• 13:02
  And
• 13:02
  you
• 13:03
  know,
• 13:03
  we
• 13:03
  are
• 13:03
  going
• 13:03
  a
• 13:03
  thousand
• 13:04
  miles
• 13:04
  an
• 13:04
  hour.
• 13:04
  And
• 13:04
  so
• 13:04
  NRF
• 13:05
  really
• 13:06
  gives
• 13:06
  us
• 13:06
  an
• 13:06
  opportunity
• 13:07
  to
• 13:07
  kind
• 13:07
  of
• 13:07
  pause,
• 13:09
  connect,
• 13:10
  you
• 13:10
  know,
• 13:10
  build
• 13:11
  relationships,
• 13:12
  network,
• 13:13
  learn
• 13:13
  from
• 13:14
  other
• 13:14
  retailers,
• 13:14
  what
• 13:15
  they're
• 13:15
  doing,
• 13:16
  what's
• 13:16
  working,
• 13:17
  maybe
• 13:17
  what's
• 13:18
  not.
• 13:18
  Because
• 13:18
  you
• 13:18
  learn
• 13:18
  as
• 13:19
  much
• 13:19
  about
• 13:19
  that
• 13:19
  sometimes,
• 13:20
  you
• 13:20
  know,
• 13:20
  from
• 13:20
  that
• 13:20
  as
• 13:21
  anything
• 13:21
  else.
• 13:22
  Right.
• 13:22
  But
• 13:22
  you
• 13:23
  know,
• 13:23
  I'm
• 13:23
  really
• 13:23
  excited.
• 13:23
  Our
• 13:24
  CEO
• 13:24
  is
• 13:25
  speaking
• 13:25
  this
• 13:25
  afternoon.
• 13:26
  Keisha
• 13:26
  Steelman.
• 13:26
  I'm
• 13:27
  really
• 13:27
  looking
• 13:27
  forward
• 13:27
  to
• 13:27
  seeing
• 13:28
  her
• 13:28
  on
• 13:28
  stage.
• 13:28
  We
• 13:28
  have
• 13:28
  quite
• 13:29
  a
• 13:29
  few
• 13:29
  people
• 13:29
  from
• 13:29
  Ulta
• 13:29
  Beauty
• 13:30
  speaking
• 13:30
  as
• 13:31
  well.
• 13:32
  But
• 13:32
  I'm
• 13:32
  excited
• 13:33
  to
• 13:33
  learn
• 13:33
  and
• 13:33
  I'm
• 13:34
  excited
• 13:34
  to
• 13:34
  continue
• 13:34
  to
• 13:35
  see
• 13:35
  what's
• 13:35
  going
• 13:35
  out
• 13:35
  there
• 13:35
  in
• 13:35
  the,
• 13:36
  on
• 13:36
  out
• 13:36
  there
• 13:36
  in
• 13:36
  the
• 13:36
  retail
• 13:37
  space
• 13:37
  and,
• 13:38
  and
• 13:38
  make
• 13:38
  some
• 13:38
  connections.
• 13:39
  Yeah.
• 13:39
  And
• 13:39
  how
• 13:39
  do
• 13:39
  you
• 13:39
  approach
• 13:40
  a
• 13:40
  show
• 13:40
  like
• 13:40
  this?
• 13:40
  Do
• 13:40
  you
• 13:41
  like,
• 13:41
  take
• 13:41
  a
• 13:41
  lot
• 13:41
  of
• 13:41
  meeting,
• 13:41
  like
• 13:42
  we've
• 13:42
  heard
• 13:42
  all
• 13:42
  kinds
• 13:42
  of
• 13:42
  different
• 13:43
  approaches.
• 13:43
  Like
• 13:43
  some
• 13:43
  people
• 13:44
  come
• 13:44
  in
• 13:44
  really
• 13:44
  planful,
• 13:45
  take
• 13:45
  a
• 13:45
  lot
• 13:45
  of
• 13:45
  meetings,
• 13:46
  other
• 13:46
  people
• 13:46
  will
• 13:46
  be
• 13:46
  like,
• 13:46
  no,
• 13:47
  I'll
• 13:47
  just
• 13:47
  kind
• 13:47
  of
• 13:47
  leave
• 13:47
  my
• 13:47
  schedule
• 13:48
  open,
• 13:48
  kind
• 13:48
  of
• 13:48
  see
• 13:49
  where
• 13:49
  the,
• 13:49
  where
• 13:49
  the
• 13:50
  waves
• 13:50
  take
• 13:50
  me.
• 13:50
  How
• 13:51
  do
• 13:51
  you
• 13:51
  do
• 13:51
  it?
• 13:51
  That's,
• 13:52
  it's
• 13:52
  a
• 13:52
  balance
• 13:52
  it's
• 13:53
  a
• 13:53
  balance
• 13:53
  because
• 13:53
  I've
• 13:54
  tried
• 13:54
  it
• 13:54
  both
• 13:54
  ways.
• 13:55
  Right.
• 13:55
  And
• 13:56
  both
• 13:56
  ways,
• 13:57
  you
• 13:57
  know,
• 13:57
  you're
• 13:58
  missing
• 13:58
  out
• 13:58
  if
• 13:59
  you,
• 13:59
  if
• 13:59
  you
• 13:59
  go
• 13:59
  one
• 14:00
  or
• 14:00
  the
• 14:00
  other.
• 14:01
  So
• 14:01
  I
• 14:01
  think
• 14:01
  it's
• 14:01
  being
• 14:02
  really
• 14:02
  kind
• 14:02
  of
• 14:03
  thoughtful.
• 14:03
  I
• 14:03
  mean,
• 14:03
  I
• 14:03
  got
• 14:04
  the
• 14:04
  schedule
• 14:04
  out,
• 14:04
  I
• 14:05
  started
• 14:05
  looking,
• 14:05
  you
• 14:06
  know,
• 14:06
  and
• 14:06
  you
• 14:06
  start
• 14:07
  just
• 14:07
  kind
• 14:07
  of
• 14:07
  balancing
• 14:08
  out
• 14:08
  your
• 14:08
  time
• 14:08
  to
• 14:08
  make
• 14:09
  sure
• 14:09
  that
• 14:09
  you
• 14:09
  can
• 14:09
  connect
• 14:09
  with
• 14:10
  those
• 14:10
  partners
• 14:11
  that
• 14:11
  are
• 14:11
  really
• 14:11
  important
• 14:12
  to
• 14:12
  your
• 14:12
  business
• 14:12
  and
• 14:12
  that
• 14:13
  you
• 14:13
  want
• 14:13
  to
• 14:13
  continue
• 14:13
  to,
• 14:14
  to
• 14:14
  work
• 14:14
  with
• 14:14
  as
• 14:14
  you
• 14:15
  grow
• 14:15
  the
• 14:15
  business.
• 14:15
  But
• 14:15
  also
• 14:16
  you
• 14:16
  want
• 14:16
  to,
• 14:16
  you
• 14:16
  want
• 14:16
  to
• 14:17
  see
• 14:17
  what
• 14:17
  else
• 14:17
  is
• 14:17
  out
• 14:17
  there
• 14:18
  and,
• 14:18
  you
• 14:18
  know,
• 14:18
  build
• 14:19
  some
• 14:19
  new
• 14:19
  relationships
• 14:19
  and
• 14:19
  make
• 14:20
  new
• 14:20
  connections.
• 14:21
  Right.
• 14:21
  Excellent.
• 14:21
  Well,
• 14:22
  thank
• 14:22
  you
• 14:22
  so
• 14:22
  much,
• 14:23
  Amy
• 14:23
  Bayer.
• 14:24
  Thomas,
• 14:24
  thank
• 14:24
  you
• 14:25
  for
• 14:25
  taking
• 14:25
  the
• 14:26
  time
• 14:26
  to
• 14:26
  be
• 14:26
  with
• 14:26
  us
• 14:26
  today.
• 14:27
  Stay
• 14:27
  tuned.
• 14:28
  We
• 14:28
  have
• 14:28
  a
• 14:28
  couple
• 14:28
  more
• 14:29
  interviews
• 14:29
  coming
• 14:29
  your
• 14:29
  way.
• 14:30
  Stop
• 14:30
  by
• 14:31
  Fusion
• 14:32
  at
• 14:32
  4921.
• 14:34
  We'll
• 14:34
  be
• 14:34
  here
• 14:34
  for
• 14:34
  the
• 14:34
  rest
• 14:35
  of
• 14:35
  the
• 14:35
  day.
• 14:35
  Thank
• 14:35
  you
• 14:35
  to
• 14:35
  them
• 14:36
  for
• 14:36
  helping
• 14:36
  us
• 14:36
  bring
• 14:36
  you
• 14:37
  all
• 14:37
  of
• 14:37
  our
• 14:37
  coverage.
• 14:38
  And
• 14:38
  until
• 14:38
  next
• 14:38
  time,
• 14:39
  be
• 14:39
  careful
• 14:39
  out
• 14:39
  there.