I was sort of thinking BBW’s post left something a little open to interpretation in regards to Pink Suede’s exclusivity at Ulta (maybe they meant the full product line was only at Ulta?)
But Ulta Beauty’s post is much more to the point as it simply says Pink Suede—full stop— is “only at Ulta.”
Going over to BBW’s advert on their Instagram (last pic) it’s neat that they went with a similar set up as Ulta. But included a video (which does show the holographic effect) and other stills.
I do think Ulta’s ad pops more. Just more color saturation and more concise in the description too.
The Ulta page comments doesn’t have that much going on but the BBW comments has more complaints.
I wondered why the Pink Suede packaging was just so plain (except for the holographic effect) but I guess I do see how it matches Ulta’s aesthetic and fits on the page.
Ulta’s page shows more young people whereas BBW’s page shows more products with lots of competing designs. I guess I see how BBW is trying to angle towards Ulta’s audience which does appear to be an influencer heavy crowd.
I’ve thought the BBW x Ulta alliance is kinda strange since they are competing for some of the same market. And BBW put their most worn out fragrances (their “icons”) at Ulta and a lot of it. It feels like there’s confused agendas and yet today it was announced BBW would be at what amounts to be like 900 more Ulta stores, crunching the numbers. So something must be working?
So confusing how Fruit Fusions seems to be made for Ulta and yet isn’t at Ulta. Even the Isima hair also product on the Ulta Beauty page today is like the same colors as the fruit fusions bottles (pink, purple, yellow).
Anyway I’m just rambling. Actually I think having an exclusive scent at Ulta is the first thing that’s starting make sense business wise in their partnership. As much as it sucks to lose access to another scent at BBW, there would be really no reason for BBW to be at Ulta if I didn’t offer something exclusive. They are both mall stores known to be close together. Though BBW has been closing some mall locations this year and is working on doing more freestanding locations.