Elizabeth Arden is expanding its partnership with Ulta Beauty, launching in all stores in late August.
 
The beauty brand will emphasize the Ceramide Capsule collection in its brick-and-mortar product assortment.
 
“Elizabeth Arden strives for a balanced channel assortment between e-commerce and traditional retail. While the brand experiences a robust growth in online sales, we recognize the importance of recruiting new customers through in-person trial and advice depending on individual needs. Ulta, the country’s predominant retailer for beauty, offers consumers a wide variety of brand access and knowledge spanning affordable to luxury, clean to scientific, indie to mass – making the retailer a top destination for true beauty enthusiasts and an important partner in garnering new audiences for Elizabeth Arden,” said Won Park Costof, senior vice president, Elizabeth Arden, U.S.
 
Ulta’s in-store assortment at its new “Skincare We’re Loving Wall” will include Elizabeth Arden’s best-selling SKUs: Advanced Ceramide Capsules Daily Youth Restoring Serum, Retinol Ceramide Capsules Line Erasing Night Serum, Hyaluronic Acid Ceramide Capsules Hydra-Plumping Serum, and Vitamin C Ceramide Capsules Radiance Renewal Serum.
 
Moving forward, select stores will also have Elizabeth Arden skincare experts on the floor to enhance the shopping experience and educate customers on the various product offerings. The brand also plans to implement an in-store sampling and loyalty program.