ULTA Salon, Cosmetics & Fragrance SWOT Analysis, USP & Competitors

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SWOT Analysis of ULTA Salon, Cosmetics & Fragrance with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

ULTA Salon, Cosmetics & Fragrance

Parent Company

ULTA Salon, Cosmetics & Fragrance, Inc


Cosmetics & Skincare



Tagline/ Slogan

All Things Beauty. All in one Place


Professionally licensed haircare products



Personal care products for men/women

Target Group

Professional Make-up artists , Models, Actors, Men/Women requiring cosmetic/skincare products


Own full-service salon in every store in the US

SWOT Analysis


1. Strong supply chain keeps Ulta Salon always stocked
2. The company enjoys cost and size advantage
3. It offers unique products
4. Strong presence in the US with 700+ stores

5. Diverse portfolio with 20000 products and over 450 brands

6. Over 19000 employees are a part of the organization


1. Brand awareness is limited as compared to some global cosmetic brands

2. Cosmetics industry has huge competition and hence individual companies have limited market share


1. Can introduce new services 
2. Constant innovation will help it to maintain sustainable growth
3. More market share in the US as the company is targeting to open more stores


1. Change in preferences/fashion

2. Wide range of substitutes available  
3. Cosmetic products might not suit people with sensitive skin



1. Macy’s, Inc.
2. Sephora Usa, Inc.
3. Regis Corporation

4. L’Oreal

The table above concludes the ULTA Salon, Cosmetics & Fragrance SWOT analysis along with its marketing and brand parameters.


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