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The Ulta Secret

Its split-store model lets beauty aficionados mix and match.

by Sabine Bickford

From the November, 2018 issue

In mid-October, the Cranbrook Village Ulta--and all its staff--officially made the move to its new location in Maple Village.

The national beauty company is popular as an alternative to luxury beauty retailers like Sephora due to its "split" store model: high-end cosmetics, skin care, and hair care displayed on one side; economical drugstore counterparts shelved on the other. That makes Ulta a destination for people who mix and match their beauty products: they can buy a one-of-a-kind Urban Decay lipstick color and pair it with a Maybelline lipliner, or vice versa, all in one stop. The store's growing Korean skincare collection is another draw for beauty aficionados.

With the additional space, they're stocking more designer brands, including MAC and LancOme. And they're continuing to provide salon services, including hair, facial, and makeup appointments.

Employees wouldn't speak on the record but seemed excited to move to the updated space. The move is emblematic both of Cranbrook's retail exodus (see the closing of David's Bridal, below), and Maple Village's ongoing dramatic makeover.

At press time, a photo of the Cranbrook location still was the only store image on the brand's Wikipedia page.

Ulta Beauty, 216 N. Maple (Maple Village). (734) 205-2093. Mon.-Sat. 10 a.m.-9 p.m., Sun. 10 a.m.-6 p.m.     (end of article)

[Originally published in November, 2018.]


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